Many businesses see the value in using a mix of channels for their marketing efforts. However, the question is: what are the key factors in determining the best product mix for a particular marketing campaign?
Here is our answer:
Determine the client’s long-term goals so you are prepared to handle growth or shrinkage of the application set with minimal administrative effort.
For example, if you have a direct mail client utilizing PURLs, and landing pages, be prepared to take on the associated response activities (analytics, email, VDP, fulfillment, etc.) to support the entire campaign.
The biggest cost comes from moving data between multiple systems, due to poor planning of what a client’s projected data workflow needs truly are. Considering upfront how to handle expanding requirements without running into software integration and implementation roadblocks will be the key to success.
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