Newsmakers

Kirthi Kalyanam, who is the marketing department Chair, JCPenney Research Professor, and Director of the Retail Management Institute in the Leavey School of Business, was featured in an interview with the prestigious American Marketing Association. The interview centered around Professor Kalyanam’s research into the effectiveness of ad frequency in a remarketing campaign, which focuses on marketing to existing customers or individuals who the marketer knows something about, rather than nothing at all.

An excerpt from the article:
Kirthi Kalyanam ​and his researchers​ had an ah-ha moment: a high frequency of ads is more effective in remarketing campaigns.

“That’s a pretty powerful realization for us. In the future, there are going to be tremendous opportunities to study the impact of marketing on existing customers or people you actually know something about versus people you know nothing about,” Kalyanam said.

He added later, “This whole notion of remarketing is going to become broader in scope. Just because someone is a customer doesn’t mean you should stop marketing to them. It’s a very competitive landscape, and if you don’t continue to market to them, your competitors will start chipping away at you.” 

Read the full interview here»

Learn more about Professor Kirthi Kalyanam»