Building Better Budgets
The targeted, cross-media campaign remains an effective marketing tool, but it's constantly evolving. The key to keeping up? Knowing where to spend.
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Sean Norris
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Like Giddings, though, Haskel advised against relying exclusively on any one marketing channel, regardless of the response rate statistics. "Direct mail continues to perform very well in terms of both response and preference—it enhances the performance of all other marketing channels and should always be used as part of a targeted cross-media campaign," Haskel said. "But the most successful marketing strategies will use a multichannel approach, meaning other methods should continue to be invested in as long as the ROI makes sense."
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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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