Special Report: More Web, More Print or Both?
Reconsider how you allocate appropriate funds for online, print channels
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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