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BACKGROUND As businesses evaluate paid advertising strategies for email acquisition, they often face the challenge of maintaining a reasonable cost per acquisition without jettisoning standards of quality. To inform readers of new releases and to drive book sales, a leading book publisher was seeking high-quality subscribers for a best-selling author’s email database. The company wished to implement an omni-channel approach to drive email acquisition. The challenge for...
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This article was originally published in SteamFeed. In the age of personalization, consumers expect every brand touchpoint to be tailored to them. That means marketers need a heightened level of understanding to not only serve up relevant ads, but also connect the dots across devices to lead prospects down the increasingly complex path to purchase. To build out a personalized experience, you need to consider the entire customer experience along with each customer’s specific needs...
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