Contributions to Profit: Track Call-to-Order Conversions
Readers: With this issue we welcome new columnist Jim Gilbert, a catalog and DM consultant and a professor of direct marketing. In this column, which we’ll publish 10 times this year, Mr. Gilbert will offer practical strategies that can help you boost sales and profitability. —Editors
Any time a customer communicates with your company — that is, interacts with you via one of your customer touchpoints — you have an opportunity to increase sales and goodwill. Unfortunately in some cases, it’s also an opportunity to lose sales and goodwill. I can’t stress this enough: You must analyze and consistently monitor all of your customer touchpoints to ensure they’re working to your advantage.
Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.
