http://www.retailonlineintegration.com Copyright 2011 North American Publishing Company en-us http://blogs.law.harvard.edu/tech/rss Dear Dr. pROfIt: I’ve been in direct marketing since 1985. I think I’ve seen just about everything during my career. But something seems different in the past two years. There’s so much hype about social media and mobile.... ]]> Mon, 13 Dec 2010 10:45:53 EST Mon, 29 Nov 2010 10:54:50 EST Dear Dr. pROfIt: My company now has 38,000 Facebook fans, an amazing accomplishment. In fact, we only have 190,000 12-month buyers, making our Facebook presence all that much more impressive. It's amazing to think that about 20 percent of... ]]> Tue, 16 Nov 2010 08:52:09 EST Dear Dr. pROfIt: We have six different versions of our weekly email campaign. We decide who receives what version based on purchase history — specifically, what merchandise they've bought. I don’t think this is appropriate. Our... ]]> Mon, 01 Nov 2010 09:04:15 EDT Dear Dr. pROfIt: Should my marketing team offer personalized marketing materials to consumers based on how far they live from a store?  Dr pROfIt: One of the mysteries of cross-channel marketing is the behavior of consumers in urban,... ]]> Mon, 18 Oct 2010 09:17:15 EDT Dear Dr. pROfIt: My boss thinks that free shipping and 20 percent off promotions are the key to competing with brands online. My team thinks we're giving our business away for free. Who's right? Dr pROfIt: It’s hard to say... ]]> Mon, 04 Oct 2010 15:24:00 EDT Dear Dr. pROfIt: My CEO thinks we're failing with our multichannel initiatives. We recently ran a report that showed that 15 percent of last year’s e-commerce buyers shopped in our stores this year, but only 5 percent of last... ]]> Mon, 20 Sep 2010 10:30:26 EDT Dear Dr. pROfIt: How do I tell if my customer file is strong? Our CEO keeps saying we have a strong brand with a great customer file. I’m just not certain our customer file is all that strong. Dr. pROfIt: There are very simple... ]]> Tue, 07 Sep 2010 10:52:58 EDT Dear Dr. pROfIt: My company recently launched an e-commerce app, and it's generating about 2 percent of total e-commerce sales. But management wants to kill the channel and focus resources on our e-commerce business. I disagree with this... ]]> Mon, 23 Aug 2010 16:54:21 EDT Dear Dr. pROfIt: Our company has a loyalty program: customers get five points for every $100 they spend. Once a customer acquires 30 points, he/she receives a free gift and a $20 gift certificate. Customers have to enroll in the program in... ]]> Mon, 09 Aug 2010 11:11:37 EDT Dear Dr. pROfIt: My boss isn't a fan of affiliate marketing. She thinks affiliate marketing simply cannibalizes existing marketing activities, and that other marketing efforts drive consumers to an affiliate, where they complete their... ]]> Mon, 26 Jul 2010 11:02:50 EDT