Special Report: More Web, More Print or Both?

With consumers flocking more and more to the Web as a purchasing channel, it’s become increasingly important to analyze who your customers are and how they’re buying your products. Once that is known, you need to market to them. “Stop marketing to your imaginary friend,” advises Senior Vice President of List Brokerage at the Millard Group Bill LaPierre. “I’m amazed when I meet with [multichannel] clients where either the merchants, marketers or upper management in general have a perception of who their customer is based on gut instinct or a marketing analysis done 10 years ago. They’re not truly aware of who their customer is or what their customer wants, whether it’s in print or online.”