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.
Tabla de materias
Foreword.
Acknowledgments.
INTRODUCTION Shopping for Homes: Easier, Faster, Cheaper By
Mary Ellen 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.
Sobre el autor
Michael Masterson has developed a loyal following of more
than 450, 000 subscribers with Early to Rise
(www.Early To Rise.com), an e-newsletter published by Agora Inc.
Throughout his remarkably successful business career, Masterson has
been involved in two businesses that grew beyond $100 million, two
more that exceeded $50 million, and at least a dozen that surpassed
the $10 million mark. He is also the author of the New York
Times, Wall Street Journal, and Amazon.com bestsellers
Ready, Fire, Aim; Seven Years to Seven Figures; Automatic
Wealth; and Automatic Wealth for Grads . . . and
Anyone Else Just Starting Out (all published by Wiley), and
Confessions of a Multi-Millionaire. Subscribe to Michael
Masterson’s daily e-zine at www.Early To Rise.com.
Mary Ellen Tribby has over twenty years of publishing and
business experience, most notably in direct marketing, and is
currently CEO and Publisher of Early to Rise. She was
responsible for quadrupling sales and profits within her first
fifteen months there. Tribby is also the founder and Executive
Publisher of Investor’s Daily Edge and Total Health
Breakthroughs, ETR’s sister publications.
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