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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Giddings also recommended allocating a portion of the marketing budget for data collection and management, especially if marketers are trying to reach specific demographics. "If you sell high-ticket items to a very targeted and finite universe, you may want to spend quite a bit on data collection and management," he advised. "If [you] see positive results from an ongoing, targeted marketing campaign, investing in an actionable marketing database and robust customer analytics could be well worth the investment."
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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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