Avoiding The Never-Never Land Of Marketing Communication
Marketers beware: There is an ideal level of communications that the customers will tolerate. Beyond that point, they will be turned off of one's company's products and messages, providing diminishing returns to the firm and hurting the relationship. New research by Glenn Voss, marketing professor at SMU Cox, and co-authors, analyzes how communication volume, the mix of communication channels, and customer preferences combine to create an optimal level of communications. This is important given the many channels available to marketers, both traditional and electronic.