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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Cross-media marketing thrives on this layering of channels, but all of that overlapping can skew response rates, making it difficult to assess the effectiveness of individual channels. Still, Giddings noted that response rate statistics can be useful—as long as they're regarded in context.
"There are some targeted campaigns that are deemed to be a success at 1 percent response, but others where 5 percent is a failure or others where 0.2 percent is a success," it all depends on break-even return on investment (ROI)," Giddings explained.
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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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