Segment channels, audience for success

Article Abstract:

The underpinnings of successful marketing campaigns in the so-called new economy environment will depend on the manner by which business enterprises can seamlessly integrate their offline and online communications with consumers. Businesses must differentiate themselves in a real and discernible manner by using effective methods to convey unique, customer-centered value propositions to target-consumer groups. Determining and integrating these communication methods to be used makes for a strategy which further allows marketers to differentiate the communication channels.

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Multichannel marketing helps draw traffic

Article Abstract:

Many companies appear to think that creating World Wide Web sites with attractive formats, animated features, streaming elements and other entertaining elements will attract customers. This may be true, but these Web sites will add value only if customers actually visit the sites and stay to take advantage of the fancy features. The companies must drive traffic to their sites through other channels. An approach called multichannel marketing, which involves a combination of traditional and creative strategies, may help them to achieve this objective.

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