I'm looking for any specific marketing / scientific data related to
Multi-Channel Marketing that shows an increase in response rate when
multi-channel marketing is used instead of single channel marketing
i.e. Company A did a Telemarketing campaign and Company B did an
integrated Multi-Channel Campaign with Telemarketing, Direct Mail, Fax
Broadcast and E-mail marketing. What were the comparitive results?
I'm also intersted in Telemarketing and Direct mail horror stories
where the Company paid money and got NO RESULTS.
Basically, I need supporting evidence of why Mutli-Channel works and a
single form of marketing (like telemarketing) alone, doesn't work.
Thanks.