B-to-B Insights: A New Toy to Play With?
Digital catalogs also work very well when they are integrated with email campaigns. A visual link in an email campaign, for example, is a good first step to promoting your digital catalog. Schedule a series of emails to promote each version of your digital book or specialty catalogs.
As the price of postage continues to rise, it's time for B-to-B marketers to get out there and actively explore new ways to reach their customers who bypass the USPS. It's time to consider digital catalogs as part of your media mix.
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A columnist for Retail Online Integration, George founded HAGUEdirect, a marketing agency. Previously he was a member of the Shawnee Mission, Kan.-based consulting and creative agency J. Schmid & Assoc. He has more than 10 years of experience in circulation, advertising, consulting and financial strategy in the catalog/retail industry. George's expertise includes circulation strategy, mailing execution, response analysis and financial planning. Before joining J. Schmid, George worked as catalog marketing director at Dynamic Resource Group, where he was responsible for marketing and merchandising for the Annie's Attic Needlecraft catalog, the Clotilde Sewing Notions catalog, the House of White Birches Quilter's catalog and three book clubs. George also worked on corporate acquisitions.
