Cover Story: Finding the Perfect Balance
Gaiam follows its mantra with a holistic approach to marketing and close attention to sustainability and profitability
"We've focused our pay-per-click efforts more on efficiency, rather than simply driving high traffic and revenue," says Jason Marshall, vice president of consumer direct for Gaiam. "We've reset our contribution expectations and have been willing to sacrifice a little bit of revenue to get higher conversion rates on lower-cost terms. That's been really successful for us so far."
- Companies:
- MarketLive
- Responsys
- Places:
- Louisville, Colo.
- Wild West
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