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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But designing a targeted marketing campaign budget? That's a bit more complicated. The multichannel nature of cross-media marketing, combined with the nebulous statistics on the effectiveness of any particular channel, can make it difficult for marketers to know where to spend. Add to that advances in digital marketing mediums and recent developments in data collection and analytics, and it gets even trickier. In order to understand where to spend, marketers must first know why they're spending.
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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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