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Full Description
An all-encompassing guide to making the most from multi-channel marketing Written in a straightforward and accessible style, Changing the Channel offers you a detailed look at twelve of today's most important marketing channels-explaining how each one works individually as well as in conjunction with each other, leveraging the power of your message for explosive profits. Page by page, you'll become familiar with a variety of approaches, including direct online marketing, social media, public relations, radio and television advertising, direct space ads, event marketing, telesales, telemarketing, joint ventures, affiliate marketing, and direct mail.*Discusses how to create successful marketing campaigns by using a mix of different marketing channels* Offers some smart ways to track customer buying habits with a database that covers all marketing channels* Helps you learn how to develop profitable relationships with your customers through frequent contact and by providing free quality content-not just sales pitches With this book as your guide, you'll quickly discover how marketing across multiple channels can help develop quality customer relationships and improve the bottom line of your business.
Contents
Foreword. Acknowledgments. INTRODUCTION Shopping for HomesFaster, Cheaper By MaryEllen Tribby . CHAPTER 1 Marketing in the Twenty-First Century: How Quickly Things Have Changed. CHAPTER 2 "DRM" and "MCM": The Two Most Important Acronyms in Advertising Today. CHAPTER 3 Direct-Response Online Marketing: Squeezing the Juice Out of the Low-Hanging Fruit. CHAPTER 4 Social Media: Informal Communication, Powerful Profits. CHAPTER 5 Search Engine Marketing: Busting Myths and Driving Sales. CHAPTER 6 Teleconferences: All You Need Is a Phone and Good Ideas. CHAPTER 7 Direct Mail: An Old Dog That Still Knows a Few Tricks. CHAPTER 8 Direct Print: Getting More Than Ever for Your Ad Dollar. CHAPTER 9 Direct-Response Television: Why Super Bowl Ads Don't Work. CHAPTER 10 Direct-Response Radio: Music, News, Sports, and Talk = Money. CHAPTER 11 Telemarketing: Inbound, Outbound, Money-Bound. CHAPTER 12 Joint Ventures: Only Streets Should Be One-Way. CHAPTER 13 Event Marketing: Having Fun with Your Customers. CHAPTER 14 Public Relations: Man Bites Dog; Man Gets Famous. CHAPTER 15 The Incredible Power of a Multi-Channel Campaign. CONCLUSION Smoking at Joe's By Michael Masterson . APPENDIX Examples of Ads. Notes. About the Authors. Index.
