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Mail can serve as a powerful complement to digital marketing campaigns. Unfortunately, some brands forget to tie mobile into other marketing initiatives, Hasen said. For companies on a budget, there are relatively easy and cost-effective ways to include mobile on marketing materials that are already in the budget. "For instance, having a call to action on a direct mail piece that leads people to a mobile website or to join a loyalty club makes the dollars work harder and become more measurable," Hasen concluded.
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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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