Online channels are well-documented and the effectivity of advertising can be measured. This has led to a significant shift of advertising budgets into online. Online marketing channels such as Facebook and Google AdWords are increasingly used.
Many online channels are over-congested and over-crowded reducing the effectivity of online marketing as the attention of customers is limited. In addition, the costs for online marketing rise.
- Identifying of alternative offline-channels and innovative and customer acquisition activities outside the internet and social media for e-commerce companies.
- Summarizing the research regarding the effectivity of alternative offline-channels and customer acquisition measures.
- Developing decision criteria and appropriate recommendations for selecting offline-channels and for conceiving customer acquisition activities.
- Designing specific customer acquisition campaigns for a company.