Just as social media can play a significant role in the success of integrated marketing campaigns, mobile and text communications should be considered as potential elements in the marketing communications mix, particularly with consumer directed programs. Like every tactic, the challenge for the marketer is to consider the value that the tactical element can bring to the equation and not to throw the new tactic into the mix just because it is “new.” A scientist has many elements in their laboratory to create a new compound or discover a solution or cure for a problem. Knowing the “right” elements to put into the mix is one important consideration to achieving success both in the laboratory and in the marketplace.
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Facebook, LinkedIn, Twitter, social bookmarking and, all other social media elements can be invaluable components within integrated marketing programs. The idea of engaging one’s customers