Multichannel Marketing Planning 2010: Take two mostly difficult years, add in more channels

By John Lenser

New Things to Test
Marketing plans for 2010 should include testing a variety of mailed formats intended to drive internet sales. For specific clusters of customers, catalog alternatives or smaller catalogs will have higher ROI than traditional, larger format catalogs.

E-commerce marketers who haven’t used targeted mailings should test postal in the coming year. Eventually, the ROI on SEM, as with all prospecting methods, will hit a wall and provide unacceptable returns. Continued growth for pure plays will require a multichannel strategy.