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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Still, Giddings explained that break-even return on investment should be the ultimate deciding factor in determining which marketing channels to invest in. "The cost of the method or media, along with the anticipated response, conversion and average order value of that method helps determine break-even ROI," he stated. "A targeted direct mail campaign may have a relatively high cost versus, say, targeted banner advertising. However, the anticipated response rate and conversion for direct mail is dramatically higher."
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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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