The Rise of Omnichannel Promotion and Distribution
Get Multichannel Distribution (Approximately) RightJun 12, 2019 Kusum L. Ailawadi, Dartmouth College
With the plethora of choices available today, it is more important than ever for brands to select and organize their distribution channels in a way that delivers the experience shoppers demand, while generating the volumes and margins for everyone in the channel that are needed to sustain the business.
Poster: Understanding How Social Influence Affects Product Spread with Randomized ExperimentsApr 15, 2019 Dylan Walker, Boston University
Word-of-mouth and social influence driven diffusion can be instrumental in launching new products or services, promoting existing ones, nudging behaviors and promoting positive social change. But context is everything.
Multichannel Customer OnboardingApr 11, 2019 Stephen A. Samaha, Irina V. Kozlenkova, Jordan W. Moffett, and Robert W. Palmatier, 2019, 19-115-04
Marketers know that onboarding is critical. This study offers evidence of the relatively short time window to build a relationship foundation for long-lasting effects.
How to Win in a Fluid Channel WorldApr 05, 2019 David Bell, Co-Founder, Idea Farm Ventures
David Bell will offer a practical 4-Pillar, 12-Step framework for how brands can win in a world of fluid channel engagements.
Omni, Multi, Channel, and Consumer: When Is an ‘Omni-Channel Strategy’ a Good Idea?Apr 05, 2019 Anne T. Coughlan, Northwestern University
Implementing a great marketing strategy today appears to necessitate an “omni” approach – in consumer experience, in promotional strategies, and in channel design, structure, and practice. But the call to “omni” marketing in all its forms does not fully explain when and why it will improve overall profitability.
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