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Michelson explained the easiest and least expensive way to start in cross-media is to add unique landing pages on every channel employed with content-specific messages and an easy opt-in form.
"A single page site usually suffices. There is no need to change the marketing mix in order to begin," Michelson said. "Radio, TV, billboards, the side of a bus and even a T-shirt can feature a link to a landing page as an additional collection mechanism. Instead of saying: 'Visit us at acme.com,' consider 'Visit us at acmeoffer.com' to improve conversions and start the two-way conversation required for a closed loop campaign."
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Melissa Busch
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