Online marketing is booming. According to statistics from eMarketer.com, the percentage share of online marketing dollars in the U.S. is expected to increase from 32% in 2013 to 37% in 2016, crowding out the share for traditional print advertising.
For marketers, this trend implies that cross-channel marketing, mixing online/offline channels, will become increasingly prevalent. If you are a traditional direct mail marketer, should you redirect your ad dollars toward online or email....