Know Your Audience
Direct mail can be a great conversation starter for cross-media campaigns
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When using cross-channel marketing, the results are easy to track. According to Glaser, most campaigns offer a real-time on-line dashboard that tracks most response media such as landing page usage and answers to survey questions, website hits, mobile responses and social media activities.
"The areas that need special attention that are not usually counted on dashboards are direct mail responses (i.e., business reply envelopes and cards). In addition, phone calls can be problematical. You will not want to restrict these types of responses, but you must enforce the regimen of the user counting and reporting any mailed-in responses or phone calls received from the campaign," he said.
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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