Multichannel Marketing: Channel Surfing
While some argue the average consumer’s attention span doesn’t allow for abundant amounts of copy in a catalog or on a Web site, this largely depends on the nature of your business. In Duncraft’s case, customers are seeking specific information, and are willing to read a little more to get it. “My customers are creating a beautiful backyard habitat, and they need to know about particular fountains and so on,” Dunn explains. “They’re not buying on impulse; they’re buying because they’re creating something. They’re willing to read the copy explaining how to implement these items.”
For Harry and David, it makes sense to feature more copy in the catalogs and less on the Web site. “We tend to be more copy-heavy in the catalogs, because that’s point-of-purchase, and that’s what convinces people to buy, even though they may go to the Internet to place the order,” Kiger explains, adding that the Internet still doesn’t lend itself to browsing as much as a catalog does.
Kiger thinks a distinct advantage of keeping your creative division separate from your marketing department is that you’re better able to achieve consistency in your creative endeavors. “You must have creative management that flows over all ofthe divisions,” he says.
While many merchants like to have the e-commerce creative as part of the e-commerce marketing group, and the catalog creative directed by a head merchant or a head marketer, that’s not ideal, he notes. “In our case, because we’re divided in a way that all the creative is done under centralized visionaries, it works very smoothly.”
Carolyn Heinze is a freelance writer. Reach her via e-mail: firstname.lastname@example.org.