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"We need to look at it as an ecosystem-a living thing. One piece does not exist in isolation," she continued. "All should be integrated together to move a prospect or customer through the buyer journey."
6. Budget wisely
Whether you're still trying to recover lost recessionary funds or swimming in money Scrooge McDuck-style, we've got good news: Multichannel campaigns can be designed to meet a variety of budgets. Abunassar suggested solving one problem at a time—especially with a new client.
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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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