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Sean Norris
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2. Build a foundation
Not all clients will want or require the same combination of channels, but it helps to have a foundation to use as a starting point. Paul Edwards, CDC, president of Fenton, Missouri-based FormStore Incorporated, laid out the components of a typical multi-channel campaign. "[Most effective is] a four-to-six month campaign combining multiple touches using direct mail, email, pURLs, microsites, landing pages, trigger emails and auto email response to end-customers and mailing-customer sales teams," he said. Any media is fair game to include in your multi-channel marketing efforts, so tweak your approach as necessary based on your client's needs and the information obtained in your research efforts.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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