Getting Schooled on New School Marketing

For every $24 spent on acquisition marketing, only $1 is spent on retention marketing, according to Scott Orlich, chief marketing officer of Responsys. He thinks some of that acquisition spend would be better used in maintaining relationships with existing customers, and in a session at the DMA: 2010 conference, he discussed how.

More-effective relationship marketing is a matter of what he described as “new school marketing,” in which multiple channels are integrated as part of an overall strategy. Granted, that may not sound all that new. Ditto his remark that it “begins with great email and moves cross-channel.” But while companies may already be working in that framework, they aren’t necessarily doing it in a forward-thinking, truly integrated way. “Everyone is doing email,” Olrich said, “but not a lot of them are doing it well.”

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