Saturday, February 18, 2006

Right on BtoB magazine!

Tying it all together
Companies help clients maximize list impact with integrated tools

With the endless fragmentation of media channels and long selling cycles typical in b-to-b, marketers are as challenged as ever to find and keep customers. One strategy that continues to gain steam is integrated, consistent messaging to customers across channels over a set period of time.

Despite the volume of discussion devoted to integration in the media world, so-called integrated marketing is for many marketers still in the concept stage. Still, an estimated 25% to 35% of marketers have figured out how to integrate their direct mail activities with media including print, e-mail and the Web, according to the Direct Marketing Association.

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