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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He described a scenario where a customer reacts to a direct mail piece, clicks on a paid search advertisement and makes a purchase on the ensuing website. "What gets credit for the purchase—the original direct mail piece or the search ad?" he asked. "They both had some impact on the purchase, one more directly than the other, but the combination of both of them had the largest impact on results."
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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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