Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
To determine if your costs are justified, says Papageras of Universal Screen Arts, break down the online order into multiple layers. “We know how much we paid for an e-mail to be sent,” she says. “We know how many clicks are in paid search. We know how much we’re paying for a partner or affiliate and how much it costs to send out a catalog.
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