November 15, 2008


Going into 2009, we have an opportunity to view marketing differently.

This is Indianapolis. It's a "green" market, meaning the good folks of this area prefer e-commerce, especially those north of the city.

Industry experts suggest that customers want a seamless experience across channels. And that might be the best thing to do.

It might be worth considering what you do with a retail customer living in on the southwest side of town. This is an area that is not responsive to direct marketing. If you're marketing to a small audience on this side of town, direct marketing might not be the most effective way to get a message out to the customer.

That's where the secret sauce comes in. Our future is bright when we look at each channel as a customized tool, tailored to the individual.

In other words, we can offer six marketing channels to one customer, or we can offer a unique marketing approach to six customers. Long-term, the latter makes sense, an approach we'll adapt to over time.

Hillstrom's Zip Code Forensics: Free For Brands Contributing Anonymous Zip Code Sales By Channel, $5,000/year For Everybody Else.

Page Counts When Bifurcation Hurts All Other Customers

Yesterday we talked about the fact that best catalog customers (a minority of your file) deserve MANY catalogs that are merchandised with...