Socializing Media: Interaction vs. Inert Action

From the Fall 2018 Official Mail Guide
By Harry Herget, Chairman, Trinamic Corporation

One-dimensional media messaging is a waste of money; in fact, print can no longer survive by itself. Nor can broadcast.

Back in the day when I crafted a cross- or “mixed-media” marketing program, I knew that messaging benefitted when various media channels were “mixed” using common content and timing. The goal was obvious: To amplify the effect of the message and to achieve higher consumer response rates. In effect, I was capitalizing on the synergistic power of combining different media channels to optimize the impact of a common message.

Mixing continues to be the best strategy for optimizing consumer response, but the recipe has changed. And boy is it better … (click to read more)


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