8 customer tips for brands seeking to maximize marketing ROI

Kevin Clancy and Peter Krieg, chairman and president-CEO, respectively, of Copernicus, identify eight characteristics marketers should seek in identifying the current and future customer groups who will allow them to get the biggest ROI for their traditional and digital ad dollars. Among the criteria are customers who are not solely motivated by price, who need solutions to big problems and who have clear “needs and wants.”  Advertising Age (tiered subscription model)


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