Effective marketers recognize the connected digital landscape

11/7/2013 | Social Media Today

Recent research shows social media and display ads are less effective for sales lead generation than blogs and search, but business-to-business marketers should make use of all those channels because they are interconnected, Tom Pick writes. Understanding these connections "requires using cross-channel online marketing metrics to develop strategies, prioritize tactics, and execute effectively to support your organization's ultimate online visibility and business goals," Pick writes.

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