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“Are you trying to generate leads or sales? Those are two very different things,” she commented. “Is it to build awareness of your brand, or is it to drive traffic to your website? Those require very different strategies.”
After this step is complete, marketers must prioritize their chosen objectives. Is it more important for the campaign to generate a lot of leads or convert one sale? Furthermore, what goal should the campaign deliver on to satisfy upper management?
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- Companies:
- Webb/Mason
E
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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