An Integrated Framework for Competitive Multi-channel Marketing of Multi-featured Products

Paper in proceeding, 2019

For any company, multiple channels are available for reaching a population in order to market its products. Some of the most well-known channels are (a) mass media advertisement, (b) recommendations using social advertisement, and (c) viral marketing using social networks. The company would want to maximize its reach while also accounting for simultaneous marketing of competing products, where the product marketings may not be independent. In this direction, we propose and analyze a multi-featured generalization of the classical linear threshold model. We hence develop a framework for integrating the considered marketing channels into the social network, and an approach for allocating budget among these channels.