Media is defined as how you approach your target market. It closely relates to the market that you have segmented, targeted and qualified. It encompasses frequency, media channels, reach, calendar, audiences, creative and active reporting. Enough contact and content to engage, but enough space to respect the space and demands on a busy business prospect. The trick is to balance the type of contacts by using great timing and unique and differing types of outreach.

Mixed media programs that use outbound calling, email, voice mail, and direct mail that are optimally scheduled for the greatest effect will generate the greatest return on your marketing dollars.

Multi-cycle and mixed media optimize response. Historically database marketers have found that following up on a campaign even one time increases chances of conversion by 6-8 times what it was. What gets left out here is that a true multi-cycle campaign will touch prospects between 8-30 times to truly cultivate the opportunity. Touching existing cold leads generated from a previous campaign is often more effective that moving from one big marketing campaign to the next. It is important to vary the mediums by which you convey value and it is also important to do so numerous times to optimize your sales and to keep your marketing dollars earning a reasonable ROI.