When was the last time you heard of a really successful email campaign? Or TV ad campaign? Or a campaign on any channel for that matter? It’s likely been awhile.
The reason that isolated, channel-specific campaigns are rarely discussed these days is simple: they rarely work. That by no means is saying that email, or TV, or social, can’t be incredibly effective platforms to market your messages. Cross channel (see multiple channel) marketing is effective because each of these platforms can have an impact, when integrated into a holistic campaign.
It’s with this in mind that Maria Pergolino, Marketo’s Senior Director of Marketing, led the Marketo Summit panel discussion ‘Engaging with Cross Channel Marketing’.