Joe Tertel

Heather Fletcher is senior content editor with Target Marketing.

After four months of inactivity, Rite Aid used to consider a customer who’d been receiving its emails “inactive.” But unopened emails represented lost revenue, so the retailer decided to reengage those customers.

Google's search engine results pages (SERPs) are now not only revealing which sites are mobile-friendly, but which ones aren't, according to the Search Engine Roundtable. On Tuesday, Barry Schwartz's article "Google's Text Version of Mobile-Friendly Web Pages in Search Results" shows significant progression during the past month in Google's SERP labeling. He found mobile icons appearing this month next to mobile-friendly results. On Monday, he saw crossed-out mobile icons next to some results that led to mobile-unfriendly sites. On Tuesday, Schwartz spotted text ("mobile-friendly") to the right of the appropriate URLs. [Editor's note: Searches on an Android device did not yield the same results as Schwartz found.

Whether marketers use an "m." site for mobile optimization or meld mobile design into responsive design is dependent on who they are and what their goals are, says Joe Tertel, who is a senior digital marketing consultant with Harrisburg, Pa.-based marketing agency JPL.

To successfully measure the effectiveness of your company's marketing mix, you must first understand the customer decision journey and which channels are having the strongest impact. On the flip side, identifying underperforming marketing channels can ultimately lead to stronger ROI and more powerful marketing results.

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