Nationwide Mobilizes 'On Your Side'

摘要

"Direct response marketing is very important to us, when we think about the traditional marketing funnel," says Sue McManus, vice president of direct and customer solutions marketing for Columbus, Ohio-based Nationwide, one of the United States' largest diversified insurance and financial services organizations. "We are constantly balancing our mix of advertising between brand awareness and DR. As we look at DRTV, paid search and other types of direct response, they're earning an increasingly significant portion of budget because they work. They provide great measurement in a very results-oriented culture."