The latest article on ‘MarketingProfs’ is titled “Back-to-School Marketing Attribution 101: Four Lessons”.

Jeff Zwelling says, “By mid-summer, a little voice inside almost every consumer—no matter his or her age—says, “Go buy a Trapper Keeper. Get a cool backpack. Find a new pencil sharpener. Go. Now.”

Back-to-school shopping is such an ingrained tradition, one might think it should be an easy win for marketers. Today, however, consumers have far more products from which to choose, and marketers have many more channels through which to deliver their messages.

How can a brand be sure that its investment in television, Internet, radio, or other media is paying off at the checkout counter? Companies must follow the entire customer path and attribute the sale correctly. Otherwise, marketers can flunk one of the most profitable sale seasons of the year“.

Back-to-School Marketing Attribution 101: Four Lessons

MarketingProfs

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