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The era of the educated consumer is here, unleashing revolutionary changes on how B2C marketers must interact with audiences. Nowhere is the new balance of dialog, education and selling more evident than on the web. The web introduces inherently measurable methodologies in numerous dimensions, providing marketers with robust new sets of data from which to draw from. This white paper focuses on how to leverage integrated marketing to measure, refine, and quickly adjust ongoing marketing efforts, as well as answer critical questions about the overall effectiveness of both traditional and new interactive online marketing programs.
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