Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
Effective tracking helps multichannel merchants with budgeting. “As with any type of marketing, [your budget] should be ROI-based,” O’Connor says. “But you can only determine what works for your catalog by ‘casting the net wide’ and seeing what it pulls in. Once you’ve narrowed down a set of practices that works for you, figure out a comfortable ROI and work within it.”
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