While this will be a true multichannel holiday, the overwhelming number of actual purchases (north of 90 percent) will still be made in stores. Yet those purchases will be highly influenced by PC, tablet and smartphone usage. More than 80 to 90 percent of online consumers do research before buying offline. This has been documented by several surveys and it makes anecdotal and intuitive sense. Yet most marketers appear to have not fully understood this until recently. In recognition of this “online-offline” consumer shopping pattern (and especially for Q4) Google is introducing a range of improvements and upgrades.
Some 61 percent of B-to-B marketers say generating more leads is their biggest marketing challenge in 2012; however, nearly two-thirds say their marketing mix does not meet sales pipeline demands (32 percent) or they are unsure of whether their marketing mix is effective (31 percent), according to a new report by BtoB Online and Bizo. Nearly three in 10 B-to-B marketers (31 percent) say they have an adequate supply of leads, and 6 percent say their lead efforts exceed sales pipeline demands.
Inventory management has come a long way since companies simply sent an employee into the warehouse with a clipboard and a pen. While some businesses still operate with offline inventory management systems, which now can be quite complex, many have opted for the dynamism of Web-based applications.
The king of high-end tchotchkes (Richard Thalheimer, former CEO and chairman of The Sharper Image) and queen of low-end tchotchkes (Lillian Vernon) have been dethroned. Lillian Vernon and Sharper Image—two iconic catalogs—were known to have been struggling in recent years. Their bankruptcies were expected. That they were announced on the same day is astonishing. How could this happen? Both Vernon and Thalheimer launched businesses without paying their dues. Ultimately, neither of them knew what the hell they were doing. Lillian Vernon’s Story In 1933, Lillian Katz’s family fled the Nazis. They left Leipzig, Germany, for Amsterdam, and four years later were lucky enough to
The Heavy Airbus and The Wall Street Journal Lite Nov. 29, 2005: Vol. 1, Issue No. 51 IN THE NEWS Change in Rules Needed for Wake of Big New Jet Airliners may have to fly twice the normal distance behind the new Airbus A380 superjumbo jet to avoid potential hazards from its unusually powerful wake, according to preliminary safety guidelines. --Andy Pasztor and Daniel Michaels, The Wall Street Journal, Nov. 22, 2005 Picture this. For you, it's been a solid week of nasty, contentious meetings and sleepless nights in London, Brussels and Paris. Finally, very early Friday morning you take a taxi
Effectively manage divergent SEM goals with branding and sales buckets By Stuart Larkins Editor's Note: The first part of this article lays the groundwork for developing brand and direct sales SEM objectives and then selecting keywords that can best deliver the desired results. For the full article, also covering program structure and optimization tactics, visit the "Web Exclusives" section at www.targetmarketingmag.com and click on "Separation Prevents Dilution." Savvy direct marketers capitalize on pay-per-click (PPC) search engine marketing (SEM) programs through Google, Overture and other PPC engines by cost effectively acquiring customers. Unfortunately for many marketers, this success will become more challenging.
By Paul Barbagallo Like any successful marriage, even one with cyclical doses of quarreling and reconciling, a sound mailer-list broker partnership is founded on trust. Fostering a relationship of open data exchange and healthy communication is the key to realizing the potential of this mailer-broker union, list gurus attest. "We view our vendors as partners in our business," shares Bill Buchler, vice president of marketing for home maintenance catalog HSN Improvements. "A strong partnership allows for trust, and because of that partnership, I trust [my list broker] with my data. If you're in a situation where you don't have that level of trust, then
By Kate Mason If mailers look to the list industry as a barometer of direct marketing's overall health, they need not pull on their rainhats just yet! Even as uncertainty grips most markets—from catalogs to publishing—list companies are still expressing optimism about the future. John Papalia, president and CEO of Statlistics, poses a common attitude: "We may head into a long and difficult period of time and direct marketing has never known such a period or experienced a prolonged war time economy. I'm optimistic that America will flourish, but I'm hesitant to make any predictions right now." Despite the effects of a staggering