Multichannel campaigns pose a host of challenges to marketers, with performance measurement ranking at the top, according to a panel of advertising and marketing executives who spoke at June’s DM Days New York Conference and Expo. In a session titled, appropriately enough, “Convergence 2.0: Multichannel Marketing in a Digital Age,” Campfire co-founder Elizabeth Talerman pointed to the ability to apply the old-school AIDA formula to today’s multichannel efforts. Campfire is a branded entertainment firm in New York that has launched multichannel campaigns for Audi, Levi’s and other Fortune 500 firms. Talerman’s use of AIDA to “find her way through integrated and multichannel campaigns” breaks down
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