Tsarist Russia

Heather Fletcher is senior content editor with Target Marketing.

During the past decade, email marketing's come to be called "traditional" and direct mail positively ancient by "digital" marketers who view social media marketing as the new yenta in the shtetl. SMM can fix companies up with consumers, they say. While they're right, the old-school tactics still work and, I would argue, inform the successful aspects of the new. For instance, mobile marketers didn't invent the call to action

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