Do Offline and Online Go Hand in Hand? Cross-Channel and Synergy Effects of Direct Mailing and Display Advertising

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Seems like a no-brainer but sometimes it's important to reasses what we think we know. This study is a super interesting read, even if all it does is confirm thoughts you already had.

In addition to a positive sales effect, direct mailing significantly influences the upper and middle stages of the purchase funnel, in support of cross-channel effects of direct mailing on consumers’ online search and clicking behavior.

Cheers,

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