Special Report: More Web, More Print or Both?
Reconsider how you allocate appropriate funds for online, print channels
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Joe Keenan
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As far as 2008 print vs. Web budgeting is concerned, the broad view of multichannel merchants’ planning from observers such as LaPierre includes the following:
◆ Some wonder if a fixed percentage of 30 percent here, 30 percent there, etc. will work;
◆ Some say they’ll “do anything as long as it has a positive ROI,” LaPierre says;
◆ Some aren’t looking at it from a budget standpoint; instead, they look to test and eventually roll out if an initiative makes money; and
◆ Some plan to increase both their Web marketing and print catalog budgets.
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