Overture

Problem: Sea Eagle needed a way to gauge whether its advertising investments were paying off. Solution: It developed a proprietary ad-tracking solution that ties back to sales data. Results: The merchant of boats and gear now can track back 21 percent of its sales to the cost of promotions, vs. only 10 percent last year. As more and more of its customers migrated to the e-commerce channel, Sea Eagle was losing sight of how it was generating leads. Were they coming from print advertising, search-engine marketing, natural search on the Web or some other method? “We spent $400,000 in print ads

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