Use Integrated Marketing to Deliver Results
If you’re looking to maximize the return on your marketing costs ("[marketing is not just an expense], it is an investment" - Lisa Sasevich ), then you need to develop an integrated marketing campaign. An integrated marketing campaign uses more than one medium to communicate a message to your audience. Integrated marketing can also mean a marketing campaign that leverages the power of different media types to move prospects through the process of becoming a customer. The most successful marketing campaigns begin with the media type that particular prospects use regularly. For example, if your competitors have a higher percentage of success with direct mail than with email marketing, targeting the same market segment, you could leverage that information to your benefit. Studies have shown that individuals who fall within this consumer segment spend a lot of time opening and reading their mail. That being the case, you want to make sure that your first contac...