Are cross-media campaigns complicated? Sometimes. But they also offer confident managers a great opportunity to boost returns on their marketing investment.
Cross-media campaigns have three attributes: they reach an audience via online and traditional media channels, including direct mail, e-mail, personalized URLs (PURLs), microsites and auto-generated responses; they feature one-to-one, customized marketing messages; and, finally, all responses, or lack thereof, are treated as
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