Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
5. Look within your operating expenses to see what you’re comfortable with spending on marketing through multiple channels.
“I encourage people to look at the multiple layers of things,” Papageras says, “and to look at what the tolerances are. Measure what’s going out vs. what’s coming in.”
Gail Kalinoski is a freelance writer based in Wappingers Falls, N.Y. You can reach her at gkalinoski@aol.com.
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