The 800 number...the original interactive medium
Last week, in The Worth of a Brand, eMarketer considered how the web affects brand value. It prompted one reader -- Judith Oppenheimer, Publisher of ICB Toll Free News -- to write about the 800 number, the "the original interactive brand." In the rush for the new, old marketing methods -- that work -- should not be forgotten. Yet another viewpoint that reflects our own, that an integrated approach using a combination of the right vehicles is essential to widespread success.