Just When You Thought You Knew It All About E-commerce …

If you’re, say, a VP of marketing, how comfortable would you feel telling your CEO — who’s still trying to figure out how to tweak your catalog circulation so you can afford those crippling postal rates implemented last May — that your company should invest more in blogging and customer interaction entertainment features for your site? “What’s the bottom-line payoff?” your CEO will ask. “Um, well … just trust me,” you’d say. “Trust me, there’s a payoff to be found somewhere. Besides, it’s the thing to do; more and more companies are doing it.”