Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising
Formulating short form advertising messages with little ad content that work and choosing high-performing channels to disseminate them are persistent challenges in multichannel marketing. Drawing on the persuasive systems design model, we conducted an experiment with 33,848 actual customers of an international telecom company. In a real-life setting, we compared the effectiveness of three persuasion … Read more