Multichannel Marketing: Putting it All Together
As All Your Channels Grow, Coordinating One Marketing Program Becomes More Complex
1. Set aside money to try something new.
An effective marketing budget includes dollars earmarked for experimentation as well as dollars for management of current programs, according to O’Connor.
2. Watch the ratios.
Otherwise, says O’Connor, you can get into financial difficulty.
3. Remember that the catalog is the “mother ship.”
“People that started as dot-com companies,” says Lett, “have quickly realized that they need a catalog. They can’t do it all with the Web.”
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