Catalog Doctor: The Doctor Is In to Help You ...
When channel teams sit down together, they can quickly cover mutual goals, challenges, and the best channels, methods and timing for recovering the investment in obsolete inventory.
3. Find out what’s working in search. Your search team is always studying search results to optimize natural, paid and site search. But few multichannel marketers think about how those results can apply to other channels. Find out which keywords are working best and what’s changed recently.
Knowing Web sources can give the catalog circ team ideas for new prospect lists to test. Knowing which prospect lists are working can give the search team ideas for new paid search sources.
Susan J. McIntyre is president of McIntyre Direct, a full-service catalog creative agency and consulting firm. Reach her at (503) 286-1400 or firstname.lastname@example.org.