When Is Enough Enough? Balancing on the Fine Line in Multichannel Marketing Communications

Godfrey Andrea (), Seiders Kathleen () and Voss Glenn B. ()
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Godfrey Andrea: University of San Diego, San Diego, CA, USA
Seiders Kathleen: Boston College, Boston, MA, USA
Voss Glenn B.: Southern Methodist University, Dallas, TX, USA

NIM Marketing Intelligence Review, 2012, vol. 4, issue 2, 8-15

Abstract: In an effort to build long-term, profitable relationships, many companies systematically engage in multichannel relational communication - personalized messages sent to existing customers through various channels as part of a broader relationship marketing strategy. However, too much of a good thing might actually ultimately have a bad effect.Whether ongoing direct communication with customers is perceived positively depends on its volume, the mix of communication channels, and the alignment of those channels with customers’ preferences. There is an ideal level of communication. If it is exceeded, customers react negatively and this negative response can be exacerbated by the use of multiple channels. The ideal level differs depending on individual channel preferences. Aligning channels with customer preferences is advisable to optimize repurchase rates.

Keywords: Multichannel Communication; Communication Mix; Direct Marketing; Relationship Management; Customer Reactance; Customer Repurchase (search for similar items in EconPapers)
Date: 2012
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DOI: 10.2478/gfkmir-2014-0029

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