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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According to Chad Giddings, executive vice president of marketing and planning for Kansas City, Missouri-based J. Schmid & Associates, that means focusing less on method, and more on audience and message. "Targeted methods such as self-mailers may be effective [on their own], but they may prove even more effective with the addition of e-mail or pay-per-click advertising," he said. "It all depends on the audience and what you are trying to sell, plus your ability to communicate a relevant message and offer."
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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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