Sending Mixed Messages
TEACH AN OLD MARKETING CAMPAIGN SOME NEW-MEDIA TRICKS FOR MULTICHANNEL SUCCESS
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PM: What steps would you suggest to a marketer looking to branch out into new media?
HB: The first step in new media marketing is to clearly define your goals. … Don’t just say, “I want to increase sales,” but define how you plan to do that. What would make the new-media campaign successful? For example, selling three times more of product X? Increasing the conversion rate of your current Web site traffic by X? Getting X more people to sign up for your “request a quote” form?
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Christen Gruebel
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