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Finding The Right Channel Combination:
What Drives Channel Choice
Today’s recipient of marketing communications, offers and promotions is inundated with channel choices - from personal interactions with friends, family and professionals to on-and offline channels such as newspapers, company web sites, television, radio, direct mail brochures and flyers, email, mobile and social media.
The proliferation of channels presents marketers more opportunity than ever to engage customers, understand their desires and fulfill their evolving needs. At the same time, it challenges marketers to abide ever more fervently by the first commandment of marketing: Know Thy Customer...
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