If I knew then what I know now in cross-channel marketing
I’d like to introduce myself. I am Mark Gottlieb, marketing director of COF/ Control-o-fax, a Waterloo, Iowa based business specializing in printing, marketing, and office supplies. I never thought of Iowa as a place for cutting edge marketing until I joined COF…boy was I wrong!
In the beginning of my career, when I wanted to market to customers/prospects, I would use my housefile of customers and prospects and would rent outside lists for snail mailings. The creative pieces often incorporated limited personalization. As time went on, personalization capabilities became more sophisticated, and beginning in the 1990s, e-mail started to gain traction in marketing campaigns. I will never forget the day when all the pieces in terms of the list, creative, and offer fell into place on a large campaign that I had to convince my employer to send and it had a huge ROI with a 2% purchase rate. If I knew then what I know now about cross-channel marketing, perhaps I could have had a 6% purchase rate with a small incremental increase in the campaign cost!
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