Product Description: An all-encompassing guide to creating, maintaining, and profiting from multi-channel marketing campaigns that accelerate your business growth
Given the multitude of avenues that a business owner or marketer can use to access today's customers, the days when one could rely on a single channel to bring in great results and big profits are gone. Today's most successful campaigns take advantage of multi-channel marketing by offering customers multiple ways to buy. In Changing the Channel, authors Michael Masterson and MaryEllen Tribby provide readers with a detailed overview of multi-channel marketing and explain its benefits, pitfalls, and great potential for profits. They also offer advice on how readers can launch their own campaigns and make the best use of the results that each channel brings in. Multi-channel marketing is the most effective way to reach and retain customers. In targeting the same customers via direct mail, e-mail, Web banners, pay-per-click advertising, print ads, TV, radio, and more, business owners and marketers can both increase their number of sales and create more loyal customers. With this book as their guide, readers will quickly discover the power and profit potential of multi-channel marketing.
Good intro into multi channel marketing This book is more of an into into multi channel marketing than it is a "how to" manuel. After reading the book a non-marketing person will have a wonderful direction to be pointed in, although a lot more information will be needed if one is to implement any action.
All in all a great review of a tough subject, but not a solution to using the synergy such a system could provide.
Practical Ideas without B-School DoubleSpeak Changing the Channel is one of those rare business books that offers workable ideas for both small and large businesses. Tribby and Masterson offer valid real-world examples of how to use the Internet and direct marketing in tandem with other sales channels to expand your business. No academic doublespeak here. This is the book to get if you want to understand multichannel marketing and implement it for your company.
Great range of Information The authors do a great job of covering a wide range of marketing channels. Maybe not all of them are applicable to every business, but understanding them can be helpful to improve the methods a business does use. I found myself getting many ideas to help in my marketing efforts.
This book is FULL of useful information! I am almost done reading this book and I have to say that I've learned more from it than from anything else I have read about marketing your business. I used to CRINGE when I thought about marketing my business, because I used to think it meant that I had to go out and call people up.
I own a video production company and I also offer a service for small businesses called Social Network Marketing. The chapter on Social Network Marketing in this book is an invaluable tool for anyone wanting to make use of MySpace and Facebook, etc. I offer my clients a way to set up their Social Network and maintain it on a daily basis. This book has helped me to explain to people why this channel is an important one not to be disregarded.
If you want to know about Direct Marketing techniques and the benefits to all of the different forms of marketing, this book is a MUST READ!
I'm sending a BIG thanks to the authors of this book.
-Angie Lile
Must have for any business owner In today's economy making more from less has become a theme that any business owner can relate to. This means that you have to maximize your revenue streams by leveraging the work that you have. Using multiple marketing channels to drive business is not only smart, it's essential for survival. This model is applicable to any business from bricks and mortar to online and beyond. Check it out today!
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