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The Fusion Marketing Bible: Fuse Traditional Media, Social Media, & Digital Media to Maximize Marketing
book

The Fusion Marketing Bible: Fuse Traditional Media, Social Media, & Digital Media to Maximize Marketing

by Lon Safko
August 2012
Intermediate to advanced content levelIntermediate to advanced
256 pages
6h 50m
English
McGraw-Hill
Content preview from The Fusion Marketing Bible: Fuse Traditional Media, Social Media, & Digital Media to Maximize Marketing

8

What’s Working:

Traditional Media Cost of Customer Acquisition

In this chapter, we will discuss COCA (cost of customer acquisition) and ROI (return on investment), two common business measures that we should all be familiar with. For each of our marketing campaigns, we should know these numbers off the top of our heads, but we don’t.

In many cases, we don’t even want to know how bad the numbers are. If we knew the actual ROIon each of our traditional marketing campaigns, we would be both astonished and dismayed.

Every business should look at its cost of customer acquisition twice a year and after each campaign. The old business adage goes, “You ...

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Publisher Resources

ISBN: 9780071801133