Many times we naturally think either / or. It is either digital or direct response.

Seeing it as yes / and has huge benefits. Is your direct mail driving web visits or social media interactions? Do you follow up e-marketing responses with a print piece? Are you measuring the ROI of these inititatives?

Today may be the day to consider a yes / and strategy.

Media mix modeling (MMM), also known as marketing mix modeling, enables marketers to assess and establish multichannel campaigns, the ROI of each campaign, and the most effective mix within. For the modern marketer, success comes from finding the right blend of communications and customer outreach as he or she works to dismantle silos and create seamless experiences. By clarifying what works and what doesn’t, companies can then begin to create the integrated experience customers crave and deserve.

Forrester highlights that 86 percent of marketing decision-makers see integrating multiple channels—both online and off—under one single integrated marketing strategy as critical to their success, for integrated campaigns work together to deliver results. For instance, using direct mail to drive Web activity with email follow-up allows marketers to create seamless cross-channel experiences that enhance one another while promoting the same result.

via Spotlight | Media Mixology 101: Blending Direct and Digital Campaigns.