Acxiom Print & Electronic Distribution

Multichannel Marketing: Channel Surfing
May 1, 2008

As the number of channels through which catalogers promote their products increases, so, too, does the need for consistency among an organization’s marketing materials. If you want both existing customers and prospects to recognize your brand, the elements that are used in your catalog must appear on your Web site, in your e-mail campaigns and, if applicable, at the retail level. It sounds like common sense, but if your creative processes aren’t streamlined, consistency can be difficult to achieve. “Some companies, like Harry and David, are really good at keeping it all aligned: their Web sites, e-mails and stores,” notes Carol Worthington-Levy, partner