e-commerce, retail, catalog, b-to-b

By Paul Miller

As McIntyre points out, the greatest focus will be on building and mailing good catalogs, "but with more emphasis on using them to drive sales to the web." What's more, marketers should pay increased attention to fine-tuning email programs via testing.

Modest Spend Shift
As for mailers contacted, MCM's greatest marketing spend — 65 percent — remains with catalogs; the rest is on the web, Minnix says, where it'll continue to invest in traditional SEM, affiliate marketing and comparison shopping search engines. Most of all, however, MCM's online success is coming from search engine optimization.