Cross-Channel Marketing Goes Deep With EMail

In a recent Freaking Marketing blog post, Robert Rosenthal asks an excellent question of Super Bowl advertisers. Why aren't they using this biggest of all soapboxes to make a little cross-channel gold? Specifically, why do they bypass the opportunity to drive consumers to the web, collect opt-in data, and then add a little email to their marketing mix. As Rosenthal says, "The moment you gain permission to send email, you bring your subsequent media cost down to the lowest possible level." Pretty hard to argue with that one....

Freaking Marketing: January 16, 2008
By Robert Rosenthal