{"id":14,"date":"2022-07-28T08:36:57","date_gmt":"2022-07-28T08:36:57","guid":{"rendered":"https:\/\/metric.qcri.org\/blog\/?p=14"},"modified":"2022-07-28T08:36:58","modified_gmt":"2022-07-28T08:36:58","slug":"which-message-which-channel-which-customer-exploring-response-rates-in-multi-channel-marketing-using-short-form-advertising","status":"publish","type":"post","link":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/which-message-which-channel-which-customer-exploring-response-rates-in-multi-channel-marketing-using-short-form-advertising\/","title":{"rendered":"Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising"},"content":{"rendered":"\n

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. <\/p>\n\n\n\n

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 strategies (rational, emotional, and social) tested in three marketing channels (short message service, social media advertising, and mobile application), evaluating their effect on influencing customers to purchase international mobile phone credits. <\/p>\n\n\n\n

Results suggest that companies should send rational messages when using short form advertising messages regardless of the channel to achieve higher response rates. <\/p>\n\n\n\n

Findings further show that certain customer characteristics are predictive of positive responses and differ by channel but not by message type. Findings from crowdsourced evaluations also indicate that people noticeably disagree on what persuasive strategy was applied to these short messages, which might indicate that consumers are not well-equipped to identify persuasive strategies or that what advertisers see as a \u2018pure\u2019 strategy actually involves elements from multiple strategies as interpreted by consumers. <\/p>\n\n\n\n

The results have implications for the theoretical understanding of persuasive short form commercial messaging in multichannel marketing and practical insights for advertising within limited amount of space and attention afforded by many digital channels.<\/p>\n\n\n\n

Marzouk, O., Salminen, J., Zhang, P., and\u00a0Jansen, B. J.\u00a0(2022)\u00a0Which Message? Which Channel? Which Customer?: Exploring Response Rates in Multi-Channel Marketing Using Short Form Advertising<\/a><\/em>.\u00a0Data and Information Management. 6(1): 100008.<\/p>\n","protected":false},"excerpt":{"rendered":"

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<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5],"tags":[],"class_list":["post-14","post","type-post","status-publish","format-standard","hentry","category-user-study"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":206,"url":"https:\/\/metric.qcri.org\/blog\/2024\/06\/12\/integrated-marketing-courses-with-metric\/","url_meta":{"origin":14,"position":0},"title":"Integrated Marketing Courses with METRIC","date":"June 12, 2024","format":false,"excerpt":"Did you know the global advertising industry is worth over 500 billion US dollars as of 2023? However, not all ads are successful. Not all advertisers implement proper marketing strategies or hire marketing specialists to handle this for them. 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User\u2026","rel":"","context":"In "analytics"","img":{"alt_text":"eye-tracking technology for early screening and diagnosis of ASD","src":"https:\/\/i0.wp.com\/metric.qcri.org\/blog\/wp-content\/uploads\/2024\/07\/openart-image_notBvuei_1720099256913_raw.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":56,"url":"https:\/\/metric.qcri.org\/blog\/2022\/07\/28\/analyzing-advertising-labels-testing-consumers-recognition-of-paid-content-online\/","url_meta":{"origin":14,"position":4},"title":"Analyzing Advertising Labels: Testing Consumers\u2019 Recognition of Paid Content Online","date":"July 28, 2022","format":false,"excerpt":"In 2014-2015, the U.S. Federal Trade Commission (FTC) commissioned a study to assess consumers\u2019 ability to recognize ads and other paid content in online search results and news\/article feeds. The co-authors designed the study, oversaw its execution, and analyzed the results, with support from FTC staff. 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