Several weeks ago, I spoke with an Executive about online and catalog marketing strategy. The conversation went something like this:
Executive: I'm not sure you can help me. Heck, you probably haven't even requested a copy of my catalog, have you?
Kevin: No, but I visited your website.
Executive: See, that's exactly what I'm talking about. How can you possibly offer me useful insights if you haven't had a chance to thumb through my catalog?
Catalogers are different than other marketers. You don't see e-mail marketers walking around with printed copies of their favorite e-mail campaigns.
For some catalogers, the passion is about "the catalog", not "the product". And there's nothing wrong with that. I wish the e-mail, search, and general online marketing community had the level of passion and intensity that many catalogers have.
Next time you meet with a catalog executive, see if s/he asks if you want to take home a copy of the most recent catalog. If the executive gives you a copy of the catalog, see if the executive also asks you to visit the website.
This passion can blind catalogers. Sometimes, there's profit laying all around a cataloger, just waiting to be picked-up, if one is willing to look beyond the catalog.
There are two columns in our Life Table ( click here to see the table - the table isn't emulating properly via email ). The "Month...
It is time to find a few smart individuals in the world of e-mail analytics and data mining! And honestly, what follows is a dataset that y...
On Twitter you find all sorts of odd and untested ideas. One follower told me that he outsources all of his creative imagery to his c...
Yeah, that's a lousy picture. Too bad. Today is essay day. If you don't want to read something long, stop here. I spend a...