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Modern consumers are Web-savvy, mobile-loving people who typically spend more time online than reading magazines and watching TV. These changes in behavior are fundamentally changing the face of marketing - and in ways that are bringing about the convergence of direct marketing and mass marketing. The attention of consumers is fragmented across a wide range of media channels and devices. The Internet, mobile applications, e-mail, Twitter and other channels have cannibalized the once-dominant position of influence by TV, direct mail, and magazine ads.
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