Comments on: Which of the three types of advertising is right for you? https://berkonomics.com/?p=2467&utm_source=rss&utm_medium=rss&utm_campaign=which-of-the-three-types-of-advertising-is-right-for-you Dave Berkus' business insights Tue, 29 Dec 2015 18:54:26 +0000 hourly 1 https://wordpress.org/?v=6.9.4 By: Bryce Ebeling https://berkonomics.com/?p=2467&cpage=1#comment-76105 Tue, 29 Dec 2015 17:00:16 +0000 https://berkonomics.com/?p=2467#comment-76105 Dave, thank you for sharing. The mistake most people make is that they spend so much time and money on acquiring new customers that they forget the same principles hold true for their existing customers and the exercise you went through above should be done “again” for all existing customer relationships. Call to action and direct response can be made that much more effective by delivering and ensuring customers receive timely and relevant messages that either encourage their existing behavior or provide incentives that alter undesired behaviors.

For instance, when you look at the overall customer lifecycle, there are different stages you need to market to that customer (or prospect): acquisition, retention and recovery. When looking at your article from above, the challenges you addressed exist primarily with acquisition (or prospect) marketing.

If done right, you should be able to track and measure all ROA (revenue on activity) regardless if they are call to action or direct response; and best of all; since it is done right, it is all automated as well; because managing those “campaigns’ one off is an absolute nightmare.

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