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When Direct Response Campaigns Become Social

Marketers may want to consider carefully whether to add social media buttons to direct response marketing campaigns, such as in emails or on landing pages. While the Internet continues to exude socialization on tools, such as Twitter, Facebook and, now, Buzz, the signals gained from this key performance indicator may interfere with other important KPIs. Marty Weintraub writes that while it's often a good decision to drive traffic from landing pages and email blasts with "follow me/friend me" links, there are several issues to consider.

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