Multichannel Marketing: Putting it All Together
4. Focus on new channels.
Rogers says he’s been spending more time during the last 16 months on Orvis’ retail channel. “This is due to the fact that retail is the area that up until very recently we had not fully integrated into a comprehensive marketing strategy,” he says. “As metrics, best practices, staff and processes get as robust and institutionalized as the catalog and Web channels, my focus across the three channels will level out.”
5. Look within your operating expenses to see what you’re comfortable with spending on marketing through multiple channels.
“I encourage people to look at the multiple layers of things,” Papageras says, “and to look at what the tolerances are. Measure what’s going out vs. what’s coming in.”
Gail Kalinoski is a freelance writer based in Wappingers Falls, N.Y. You can reach her at email@example.com.