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Nearly 70 percent of catalog marketers reported increased multichannel sales over the prior year, and 59 percent reported increased catalog circulation in 2006, according to the Direct Marketing Association’s “Multichannel Marketing in the Catalog Industry” report, writes MarketingCharts (via BtoB).
The study - which the DMA said is a road map for best practices and trends in channel integration within the catalog, retail, and e-commerce infrastructures - found that successful multichannel marketers have consistent and integrated standards across all channels, according to the DMA.
“Consumers expect - in whatever channel they opt to use - to interact with one company with integrated systems that are transparent to that consumer. After all, the different channels feed off of each other - a consumer looking at a mail-order catalog, for example, may order online. So the marketer’s channels must all be consistent,” said Anna Chernis, DMA’s senior research manager.
“This view is a major departure from earlier thinking, in which companies thought the internet channel would require different pricing, promotions, and other approaches than the other channels.”
Among the 2007 DMA study’s key findings:
MarketingCharts provides some more findings, here.
The Spanish Radio Association says Arbitron still has not addressed its concerns and research questions regarding the PPM and how “Hispanics are recruited and represented, and how the PPM panel is maintained.”
The SRA has been working with Arbitron in…
The Chicago Tribune’s new design will launch on Sept. 29, Tribune Co. chief operating officer Randy Michaels says. No details on the redesign have been released; the paper has already been decreasing its editorial pages to create a more even split…
Teens are not the best demo to target with cell phone advertising, according to a new study from comScore. Though they are cell phone-savvy, most of them - 70 percent - have their phones paid for by parents, which means…
CNN won its second night of coverage of the Democratic National Convention Tuesday. The network averaged 3.41 million viewers in the 8 p.m. to 11 p.m. time slot, despite the fact that Fox drew nearly even for the night.
Fox…
Generation Y is the most self-indulgent, Generation X is the most innovative, and Boomers are the most productive, while the “Silent Generation” and the “Greatest Generation” are the most admired, according to a recent survey by Harris Interactive, writes MarketingCharts.
Conducted for…
To encourage shoppers to buy more back-to-school items, retailers often implement “loss leader” strategies: that is, selling items at a loss or even giving them away in hopes that the reductions will attract shoppers who will then buy other, more…
