Marketing appeals to consumers’ hearts, minds and past experiences — not necessarily in that order
Among advertising sequences, there’s a gold standard to build brand appeal in consumers’ minds.
Content: Article | Authors: Albert Valenti, Gokhan Yildirim, Koen Pauwels, Marc Vanhuele, Shuba Srinivasan | Source: “IESE Insight” | Subjects: Advertising, Marketing / Sales
The Mistake of Allocating More Resources to Your Best Customers
Why do so many companies insist on focusing their mail campaigns on their most valuable customers? The problem, as research points out, is that many times their analyses of marketing campaigns ignore the cross-channel effects between communication and sales, so they reach the wrong conclusions. They fail to consider the influence that direct mail has on online sales or that digital campaigns have on brick-and-mortar … [ Read more ]
Content: Article | Authors: Albert Valenti, Gokhan Yildirim, Koen Pauwels, Shuba Srinivasan | Source: “IESE Insight” | Subject: Marketing / Sales