Let's transition some of that discussion into the context of running a multichannel brand. Who's up for a test?
Who would be willing to execute this test within the context of their own brand?
- Customer group #1 is marketed to via direct mail and catalogs.
- Customer group #2 is marketed to via e-mail.
- Customer group #3 is marketed to via direct mail and catalogs and e-mail.
- Customer group #4 receives no direct mail, catalogs, or e-mail. They are simply left to the seductive wiles of social media.
Social Media folks ... would you be willing to stand behind customer group #4? Or do you need the help of direct mail, catalogs, and e-mail (and paid search and portal advertising and affiliate advertising and shopping comparison sites) to succeed?