The 2020 Mid-Year Economic Update_long

Lessons Learned in Online Marketing

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 ...

To continue reading this article you must be a paid subscriber.

About the Author
Leave a Reply

Leave a Comment

Sign Up for the MDM Update Newsletter

The MDM update newsletter is your best source for news and trends in the wholesale distribution industry.

By subscribing, you are agreeing to MDM’s Privacy Policy.


articles left

This is your last free article

Subscribe to MDM Premium today and get:

  • Unlimited access to
  • 1 year digital subscription, with new issues twice a month
  • Trends analysis, market data and quarterly economic updates
  • Deals on select store products and events


articles left

Want more Premium content from MDM?

Subscribe today and get:

  • New issues twice each month
  • Unlimited access to, including 10+ years of archived data
  • Current trends analysis, market data and economic updates
  • Discounts on select store products and events



You have one free article remaining

Subscribe to MDM Premium to get unlimited access. Your subscription includes:

  • Two new issues a month
  • Access to 10+ years of archived data on
  • Quarterly economic updates, trends analysis and market data
  • Store and event discounts

To continue reading, you must be an MDM Premium subscriber.