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AVOIDING PITFALLS
Cross-media campaigns can be rewarding when properly executed. However, they also present challenges. “Connecting the dots between marketing investment and outbound generation [is a common challenge],” noted Joseph G. Scott, MAS, vice president of Scott & Associates Inc., Chanhassen, Minn. “Doing this with e-commerce clients is simple. Service businesses are a bit more challenging. Inbound marketing systems help quite a bit.”
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- Companies:
- Webb/Mason
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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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