My kids and I created a virtual escape room to learn more about the Titanic and to keep ourselves occupied during the pandemic. It takes about 15 minutes to complete. So far only about 25% of the people that try get off the boat on the first try. Give it a try and feel free to share: https://forms.gle/bRgC8TC1buBvteMi6
That’s the question I explore in my latest article (Journal of Services Marketing). Using both the home improvement sector and a real estate brokerage I find that things such as word-of-mouth and maintaining a good website can bring in more clients (at a cheaper cost) than actual advertising can. For a home improvement contractor, each time they get a request they need to submit a proposal which is costly. However, a lot of customers that come via this marketing communications channel haven’t narrowed down their company search. If the consumer comes via a word-of-mouth or the website then they likely did their homework on the firm. This means they are more likely to be a paying a customer. Effect of Interactive Marketing Communications Channels on Customer Acquisition – JSM – 2020.
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