Keep Up With Dramatic Changes
Understand key trends and issues in multichannel marketing, part 3 of 3
The traditional lines of marketing and channel now bend beyond pure identification. It’s the customers, not the merchants, bending them.
Consider just how customer buying habits — both B-to-C and B-to-B — are dramatically changing. There was near total reliance on phone ordering in the ’80s and ’90s. Web ordering now accounts for more than half of most consumer cataloger orders, and it continues to grow. Though B-to-B online sales were slower to take hold, many B-to-B catalogers also have surpassed the 50 percent threshold.
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