AIS Media CEO, Thomas Harpointner appears on 11Alive News for Multi-Channel Marketing on Super Bowl Sunday
1st Apr, 2010 | Source : AIS Media
Media Contact: David Johnson, Strategic Vision, LLC
"Super Bowl advertisers need a new game plan if they are going to score bigger profits," Harpointner stated.
Atlanta, GA, February 2nd, 2007 - 11Alive News Keith Whitney interviews AIS Media, Inc. CEO, Thomas Harpointner on the topic of multi-channel marketing on The Super Bowl.
Harpointner discussed new strategies advertisers are taking with their Super Bowl dollars using multi-channel marketing. "The draw this year is multi-channel marketing using Super Bowl ads to drive customers to a website, capture their contact information so an advertiser can the follow up with those customers later via email for instance with a permission-based marketing campaign."
Multi-channel marketing means offering customers more than one way to respond to an ad or buy something. By utilizing numerous channels, businesses can reinforce their brands, meet consumers' rising expectations, and adapt to fit the needs of the new "24/7 consumer" all while providing a consistent experience throughout all channels.
Advertisers strain to get more bang-for-the-buck with each 30-second spot costing $2.65 million. TV ads not only entertain bur also drive viewers to a web site for example, enable advertisers to build their database and follow up with customers year-round via email marketing campaigns. This is a lesson even smaller companies can apply to their overall marketing strategy.
At least one study indicates that customers of multi-channel companies spend 30 percent more than customers of single-channel companies. Multi-channel retailers also report that 46 percent of their online customers purchase offline, and 17 percent of their offline customers purchase online.
"There's a lot of pressure on the advertisers and there's also a lot of pressure on the networks to continue to justify the cost because of the questions out there. Is it worth spending two and a half million dollars? Only time will tell if the dollars were well spent", Harpointner said.
AIS Media is the developer of online storefront and permission-based email marketing applications Excerpo® Storefront and Excerpo® Mail, respectively. Both applications are aimed to meet the needs of small and medium-size businesses
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