Getting Schooled on “New School Marketing”

Posted on by Chief Marketer Staff

For every $24 spent on acquisition marketing, only $1 is spent on retention marketing, according to Scott Orlich, chief marketing officer of Responsys. He thinks some of that acquisition spend would be better used in maintaining relationships with existing customers, and in a session at the DMA: 2010 conference, he discussed how.

More-effective relationship marketing is a matter of what he described as

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