Evolution, Revolution: Attention All Marketers - Change Is Gonna Come (and ROI Will Follow)
As we near the end of the first decade of the new century (time flies!), the retail/catalog/online business is caught in a war that's being played out on many fronts.
Let me put this in perspective for you: If you study history, you’ll see that at the turn of every new century comes great change. However, great change is often preceded by great turmoil. Whether it was the Industrial Revolution of the 19th century or the buildup to World War I and the Great Depression in the early 20th century, change, as they say, is gonna come.
The goal of my newly branded column — in this newly branded publication — is to help you drive as much high-quality return on investment (ROI) as possible. I'll examine ways to do this in the ROI channels and mantra (retail/catalog, online integration) from our magazine’s tagline. I'll also talk change on a continual basis so you can adapt and thrive.
We face several threats, many of which are actually opportunities in disguise. And the opportunities are considerable:
* Social Media: You must adopt social media as a tool for engaging your customers and prospects alike, both from a marketing and customer service perspective. New customers are just, if not more, as likely to seek out information from peer groups as they are from product research. This column will discuss strategies for blogging, message boards, video, Web site product reviews, Twitter, Facebook, and more going forward.
* Direct Mail (part 1) — Push Me, Pull You: The chatter I hear every day is that direct mail is dead. Mostly, this is perpetuated by pure-play Internet folks who believe marketing is all about “pull” rather than “push.” I recall in the not too distant past when direct marketers were looked upon by brand marketers as the redheaded stepchildren of the marketing community. Of course, the Internet leveled this playing field, and now all marketers need to be direct marketers to survive. Curiously, the next generation of marketers — weaned on the Internet — see us much the same way.
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.