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Spring clearances and upcoming Mother’s Day promotions offer catalogers a great opportunity to tweak their Internet search-marketing campaigns and cast a wider net for reaching customers. Rotating copy and thinking more broadly about keyword-search terms are just a few ways in which you can better blanket the online-search market to stretch your advertising dollars, spur brand recognition and attract eyeballs. Taking a multichannel marketing approach and integrating online strategies with offline promotions also offers more leverage around spring advertising opportunities. Paid placement Internet search, which enables you to bid for placement at the top of search engines’ results pages, can help you

By Gabrielle Mosquera Seeking to further its mission of enabling consumers to buy anything online, Internet behemoth Amazon.com in May began testing its own catalog search service. "It's similar to our 'Look Inside the Book' feature," explains Amazon spokesperson Carrie Peters. "It's an easy way for catalogers to have exposure to Amazon's customers. The nice thing is that it's in a format that a lot of our customers are familiar with." The search allows catalogers access to Amazon's 26 million active customer base, and offers catalogs in eight categories: scientific supplies, medical supplies, industrial supplies, car parts, home furnishings, lifestyle, pet toys,