2009 Multichannel Merchant media kit About the market · ers, manufacturers and wholesalers. They...
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2009 Multichannel Merchant media kit 2 About the market Despite the challenging economy and postal rate in- creases, many multichannel merchants continue to do well, according to the Direct Marketing Associa- tion’s 2008 State Of The Catalog Industry report. Al- most 70% reported that their total multichannel sales increased over the previous year. And among those circulating catalogs, 59% reported increased circula- tion and 44% had increased page counts— a higher percentage than in previous years. The Internet continues to play an increasing role in multichannel marketing. This year Web sales were 36% of total direct sales, and channel cannibalization (In- ternet sales shifting from other channels) continues to be a major topic of conversation in the industry. The DMA reports that about 26% believe their Internet sales were incremental—meaning that they wouldn’t have received the order without the existence of their Internet site. The data also suggests an emerging consensus among successful marketers to have consistent and integrated standards across channels. The larger the company and the more expert it considers itself, the more likely it is to have fully integrated its customer facing functions. This is a major departure from earlier thinking, in which companies thought the Internet channel would require different pricing, promotions, and other approaches than the other channels. Only 50% say they have fully integrated marketing func- tions, but between 60% and 70% report being fully in- tegrated in operational functions—so companies are still learning and working on full multichannel integration.
Transcript of 2009 Multichannel Merchant media kit About the market · ers, manufacturers and wholesalers. They...
2009 Multichannel Merchant media kit
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About the marketDespite the challenging economy and postal rate in-creases, many multichannel merchants continue todo well, according to the Direct Marketing Associa-tion’s 2008 State Of The Catalog Industry report. Al-most 70% reported that their total multichannel salesincreased over the previous year. And among thosecirculating catalogs, 59% reported increased circula-tion and 44% had increased page counts— a higherpercentage than in previous years.
The Internet continues to play an increasing role inmultichannel marketing. This year Web sales were 36%of total direct sales, and channel cannibalization (In-ternet sales shifting from other channels) continues tobe a major topic of conversation in the industry. TheDMA reports that about 26% believe their Internetsales were incremental—meaning that they wouldn’thave received the order without the existence of theirInternet site.
The data also suggests an emerging consensusamong successful marketers to have consistent andintegrated standards across channels. The larger thecompany and the more expert it considers itself, themore likely it is to have fully integrated its customerfacing functions. This is a major departure from earlierthinking, in which companies thought the Internetchannel would require different pricing, promotions,and other approaches than the other channels. Only50% say they have fully integrated marketing func-tions, but between 60% and 70% report being fully in-tegrated in operational functions—so companies arestill learning and working on full multichannel integration.
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Consumers don’t shop in just one channel—they are multichannel. They shop in stores,online, by phone and by mail. And successfulretailers know that satisfying these customersmeans providing them with the ease andconvenience in choosing how, when andwhere to purchase. They also know thatbeing multichannel—selling products acrossmultiple channels—translates into higheroverall revenues and reach within their target markets.
Only Multichannel Merchant provides industryexecutives with the ideas, analyses and origi-nal research to help them integrate acrosschannels and streamline their businesses…sellproducts cross-market and cross-channel ef-fectively…and deliver an experience for theircustomers that creates loyalty and generateslong-term value.
Multichannel Merchant readers are decisionmakers at catalogs, online merchants, retail-ers, manufacturers and wholesalers. They are senior-level managers in key areas—operations, marketing, e-commerce, mer-chandising and more.
A partnership with Multichannel Merchantadds critical elements to your advertising investment: You get unparalleled reach tothousands of prospects—high-level buyers of products and service for their companies.You’ll find integrated opportunities that allowyou to connect with your target market inprint, online, via email and in person. Andyou’ll have the chance to surround yourmessage with the Multichannel Merchantbrand and the unique, original content that sets us apart.
Multichannel Merchantconnects you to key decision makers at thecatalogers, retailers ande-commerce enterprisesyou need to influence.
Multichannel Merchant is the leading informationsource for corporate executives and other senior-level decision makers at catalog companies, online merchants,retailers, manufacturers and wholesalers.
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Type of industry
14.0%Manufacturer
16.1%Wholesaler/distributor
5.7% Other
Source: Multichannel Merchant June 2008 BPA Statement
Multichannel Merchant: catalog marketing/
online merchant/retailer 64.2%
Job function
Corporate/general management 51.4%
Production/design management 3.8%
22.3% Marketing/merchandising management
19.6% Operations/fulfillment management
2.9% Other
Source: Multichannel Merchant June 2008 BPA Statement
Involvement in b-to-b vs.consumer direct marketing
B-to-B only
22.9%
Consumer only
24.9%Both
52.2%
Source: Publisher’s analysis of subscriber data4
Job titleSales rep/account
manager 5%
CEO/owner/president25%
Manager 24%
5% Other
23% Director
3% Chief marketing officer
12% Vice president/senior VP/executive VP
Source: Penton Marketing Group 2008 Quantitative Reader Study
Company size18% 1-9 employees
29% 10-99 employees
52% 100 or more employees
Source: Penton Marketing Group 2008 Quantitative Reader Study
Show Dailies
NCDM ACCM
Sponsored seminars
NCOF
Webcasts
PRO Awards
MCM Awards
Database Excellence Awards
Online networking
Content design & development
Database marketing
List management Social networkingResearch
Product testing Education
Distribution
Database development
PROMO Interactive Awards
AWARDS
COMMUNITY DEVELOPMENT
CUSTOM SOLUTIONS
Forums
e-Special Reports White Papers
Video
e-Postcardse-newsletters
Websites
Blogs
Chief Marketer PROMO
DIRECT
List Rentals
Creative
Custom Publishing
COMPLEMENTARYCHANNELS
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The Multichannel Merchant multimedia approach to connecting you with clients
Market Coverage
A member of The Chief Marketer Network
Multichannel Merchant communitymembers represent the industry’s most important buying influences
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Print ChannelCreative services ..............................................56.0%Printing (catalog, direct mail, specialty).................54.3%Fulfillment services (mail) ...................................39.1%Envelopes/forms/labels ....................................37.3%Paper .............................................................32.9%
Web ChannelE-mail marketing ..............................................54.5%Web design services .........................................49.0%Search engine marketing/optimization .................38.3%E-commerce software/solutions .........................37.0%Web analytics ..................................................34.2%E-mail appending/transmission ..........................24.5%
Cross ChannelMerchandise ...................................................33.9%Database management services .........................32.9%Lists/data .......................................................36.4%Loyalty/coupon/incentive programs ....................27.9%Data processing ...............................................24.0%Digital asset management ..................................13.5%International services/lists ................................12.5%
Source: Publisher’s analysis of subscriber data
Operations + FulfillmentCustomer service/support ................................34.7%Delivery services ..............................................29.3%Order management software .............................26.5%Warehouse/distribution .....................................26.2%Payment processing .........................................25.4%Packaging materials/systems ............................24.7%Returns processing ..........................................24.0%Fulfillment services/3rd party logistics .................23.4%Bar-coding equipment/systems ..........................21.1%Call center services/equipment...........................20.4%Facility/site planning/site selection .....................20.0%Material handling systems/equipment .................19.4%
Products/services they specify, recommend or approve
Multichannel Merchantsubscribers specify a widerange of products andservices—from e-com-merce, list and databaseservices, telemarketingand sales promotion toprinting, paper, opera-tions, fulfillment and distribution. And they’reinvolved in every step ofthe way, from identifyingneeds to approving pur-chases and placing orders
Content that interests them the most
0 20 40 60 80
Case studies
Tactical/how-to
Strategic
News
Research reports
Communities/forums
Rankings
Source: Penton Marketing Group 2008 Quantitative Reader Study
70.2%
67.4%
61.8%
58.4%
59.6%
16.9%
32.0%
Purchase Involvement
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How they’re involved in the purchase processIdentify need
Evaluate/research products, services, suppliers
Recommend or influence the purchase decision
Specify product, service or supplier
Approve product, service or supplier
Make final purchase
Source: Penton Marketing Group 2008 Quantitative Reader Study
0 10 20 30 40 50 60 70 80 90 100
70.2%
62.9%
69.1%
48.3%
48.9%
41.0%
86.4% market through multiple channelsCatalogs
Transactional Web site
Retail/outlet store
Direct sales force
Telemarketing
Source: Multichannel Merchant June 2008 BPA Statement
0 10 20 30 40 50 60 70 80 90 100
60.2%
64.5%
43.1%
33.9%
18.4%
What they’re most interested inE-mail marketing
Direct mail
Interactive/Web marketing
Brand marketing
Creative
Measurement/ROI
Customer loyalty/CRM
Search engine strategies
Data/database marketing
E-commerce
Analytics
Demographics
Research
Mobile marketing
Marketing at retail
Source: Penton Marketing Group 2008 Quantitative Reader Study
0 10 20 30 40 50 60 70 80 90 100
55.6%
50.0%
42.7%
44.4%
33.3%
46.1%
37.1%
34.8%
37.6%
39.3%
44.4%
21.3%
19.7%
12.9%
21.3%
