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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"In a situation where you don't have a track record on what works, start with those methods that are easier to measure," he added.
Debora Haskel, vice president of marketing for IWCO Direct, Chanhassen, Minn., mentioned direct mail as one of those methods. Despite its stigma of obsolescence, the prevalence of digital marketing channels and the mounting struggles of the USPS, direct mail continues to see healthy response rates when used as part of a targeted marketing campaign—up to 3.4 percent, according to the Direct Marketing Association's 2012 Response Rate Report.
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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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