Changing the Channel

Masterson, Michael; Tribby, MaryEllen
September 2010
Changing the Channel - Business Book Summaries;9/27/2010, Vol. 1 Issue 1, p1
Book Summary
Book Summary
Multi-channel marketing (MCM) is an integrated form of advertising that allows businesses to reach a wider audience by combining direct marketing with Internet marketing. Changing the Channel introduces its audience to 12 multi-marketing channels: Direct Response Online Marketing, Social Media, Search Engine Marketing, Teleconferences, Direct Mail, Direct Print, Direct Response Television, Direct Response Radio, Telemarketing, Joint Ventures, Event Marketing, and Public Relations. MCM dramatically reduces the cost of communication with customers and offers more than one way for them to buy a good or service. While customers respond to advertising in different ways, studies have shown that new buyers are often attracted to: 1) valuable free information and 2) the frequency of messages sent. The authors note that the combination of relevant information and frequency has been shown to breed customer loyalty and increase sales. Marketing in the 21st century is dominated by the Internet. Direct Response Online Marketing, which is designed to solicit an immediate response from customers, can be used by businesses to gather information or to secure a sale and is most effective when combined with e-mail marketing. E-mail marketing carries an almost negligible cost and allows business owners to increase the frequency of their communications�ultimately doing business faster, cheaper, and better. A variety of offline marketing channels are also explored. To maximize Direct Response Television marketing, businesses must make a pitch focused on value, uniqueness, and benefit. To maximize Direct Response Radio, businesses must identify a target audience, make informed advertising decisions, and explore sponsorship opportunities. To maximize Public Relations, businesses must decide which news media to target and seek to create captivating potential stories related to their good or service. By integrating both online and offline mediums, Changing the Channel introduces its readers to 12 easy and often inexpensive ways to grow business in today�s marketplace�providing a comprehensive approach to maximizing profits and expanding business.


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