As publisher of a 40-year-old subscription newsletter reporting on the wholesale distribution industry, I've seen a rapid
shift in how our audience of wholesale distribution executives increasingly accesses our online offerings - on the Web, mobile
devices and email.
Here are some of the lessons I've learned as we've built out our online information service
in the past five years.
Lesson 1: Web site = Marketing Hub
Web sites have tended
to grow haphazardly to serve many masters within a company. Marketing has to drive its development and architecture,
and integrate transactional functions under the primary objectives of lead generation and customer service.
Combine the current successful marketing mix with e-mail and search engine marketing (SEM) to
funnel customers ...
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As publisher of a 40-year-old subscription newsletter reporting on the wholesale distribution industry, I've seen a rapid
shift in how our audience of wholesale distribution executives increasingly accesses our online offerings - on the Web, mobile
devices and email.
Here are some of the lessons I've learned as we've built out our online information service
in the past five years.
Lesson 1: Web site = Marketing Hub
Web sites have tended
to grow haphazardly to serve many masters within a company. Marketing has to drive its development and architecture,
and integrate transactional functions under the primary objectives of lead generation and customer service.
Combine the current successful marketing mix with e-mail and search engine marketing (SEM) to
funnel customers ...
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