Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
With regard to budgeting, Orvis measures each channel’s performance independently “with all the obvious metrics,” Rogers says. “Then we evaluate the contribution they have on other channels. While we may leave dollars in each P&L, we’re cognizant to cross-channel contributions, and bring that insight into strategy and planning.”
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