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 listed several factors that can influence the perceived impact of targeted marketing, including how relevant the advertised product is, how aware or educated the target customer is about the product's value, and how easy it is to act on an offer or message. But he noted that one factor, in particular, makes it especially difficult to gauge effectiveness. "The single largest issue is attribution—the ability to truly understand the impact of one media or method over another," Giddings stated. "Especially when the reality is that more than one method had an impact."
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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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