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Once a company figures out the goals, then it's on to determining design, fulfillment, follow-up and analysis.
Michelson explained the current design of the marketing mix can serve as the baseline for any cross-media campaign.
"Simply add landing pages and other unique tracking devices, such as PURLs for personalized direct mail or e-mail and add specific phone numbers to measure what Web visits, calls or leads were generated from what channel," Michelson encouraged. "The information captured will provide a 'warm lead list' of prospects to follow up with by their chosen form of communication."
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Melissa Busch
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