Monthly Archives: April 2009

The More Things Change, the More They Stay the Same

The more I study online marketing, the more I'm struck by the parallels to direct mail. Take this example: The other day in a client meeting we were discussing the different clickthrough rates (response rates) to various online marketing activities … Continue reading

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The Shifting Landscape of B-to-B

In B-to-B marketing, there are essentially five promotional channels: inbound sales, outbound sales, outside sales, Web and catalog/mail.    Given today‚Äôs marketplace, I thought it might be useful to talk about some of the bigger changes I see happening in … Continue reading

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How to Survive a 20 Percent Drop in Sales: Time to Reset?

I met with an owner of a large multichannel B-to-B direct marketing company this week, and we discussed a common topic these days: How does one survive a 20 percent drop in sales? It's becoming clear to me and many … Continue reading

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Catalogs Go Back to the Future

I'm a longtime cataloger marketer, and I'm intrigued at how the new generation of e-commerce marketers are beginning to sound more and more like circulation managers. I took part in a meeting the other day where performance variables of a … Continue reading

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