Integrating your campaigns: you talking to me?
Back in the day, before the advent of google and the explosion of digital content, marketers had very few channels to work with. Direct mail was a core tool and the complex matrices used to test, test and test against core messages against segmented and targeted lists, was at worst a head scratching mess and at best, close to rocket science. Great then that these principles of providing relevant content are now so core to most fund groups marketing strategies. Or are they? So often we see groups pulling the content handle and cranking out insight after insight, with little regard to the reader, how they read the content and indeed, if they actually want to!