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Getting the media mix right.

Getting the media mix right.

New study from Infotrends

According to an InfoTrends study on trends in business communications, organisations used three media types in a typical communications campaign, andthe more channels used the better the response rate. In addition, the research revealed that organisations areincreasing their use of personalised communications.

The study, entitled Micro to Mega: Trends in Business Communications, reports that decisions are based on customer needs, channel effectiveness and efficiency, and return on investment.

It evaluates
communication trends, identifies media usage, quantifies spending, and defines key decision makers’ criteria for selecting media and providers across SMEs and large businesses.

According to Lisa Cross, Associate Director of InfoTrends: “Businesses
and organisations of all sizes invest significantly in efforts to communicate with customers, steer operations,
accelerate sales, and drive revenue.

“Finding the right combination of channels —print, online, mobile, social media
— and the best service providers is an ongoing challenge many organisations face.”

The study surveyed 1,092 organisations with less than 500 employees and 883
 operations with 500 or more employees across key vertical markets.

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