Driving Customer-Acquisition Traffic
Regardless of the technology, maximize your ad dollars with rigorous testing, a principle that applies to
e-mail lists, as well as direct-response banner and interactive ads. Says Cunningham, "Most of our strategic services are teaching people how to do cell testing. They're used to testing, but what's new is how much of it you can do and how quickly."
Don't turn your back on e-commerce now when your more faint-hearted competitors are dropping out. "Smart companies are finding [the Internet] is not in itself the Holy Grail. Rather, it's part of a set of distribution channels," says Tifft. "Any company that walks away from a distribution channel that meets the needs of a large cohort of potential customers is making a mistake."
Kelly J. Andrews is a freelance writer and former staff editor at Target Marketing. She currently develops online products for a major direct marketing company.