Multichannel Prospecting: Changing Channels

How do you determine which direction to go? With so many choices offline — inserts, space ads, solo mailings, DRTV, radio, etc. — and online — web ads, Amazon.com and eBay, affiliates, retargeting, etc. — it's easy to be overwhelmed. By focusing first on identifying goals before selecting media and tactics, you'll make better choices and avoid mismatches between your brand and specific options. "If you don't know where you're going, any road will get you there," is as true of customer prospecting as it is of Lewis Carroll's Alice finding Wonderland.