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In the Mix. (Media).(how to evaluate marketing media mix)(Brief Article)
Target Marketing, December, 2001 by Mason, Kate
"When the economy is down, you've got to cake a look at your media mix, and make sure you're channeling your efforts in the right direction," says John Rizzi, e-Dialog president and CEO. Budget cuts, reduced staffs and tougher sales targets--the industry experts all agree that marketing today is harder than it was a year ago. Marketers who want to stay alive today, says Rizzi, need to look to e-mail marketing as a significant component of their marketing mix. For companies looking to increase their online marketing presence, Rizzi shares the following advice:
* Use your client data. Make sure you're sending the right offer and information to people of appropriate age and gender. "And make sure your bulk mailings are personalized," Rizzi says.
*...
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