Notes on Opening Up Multi-Channel Markets
How Smart Companies are Opening Up Multi-Channel Markets
Brick and mortar to e-commerce; simply opens new venue
Doing away with ineffective traditional marketing and increasingly using search marketing and search optimization
Automate online processes as much as possible
24/7 advantage
Research online, buy offline.
Research offline, buy offline.
Use offline presence to drive online sales.
Use online presence to drive offline sales.
Local search
Regional search
National/global search
Mike ran Fineline Screen Printing for 25 years before expanding to Cheapfasttees.
Uses existing infrastructure.
Operations equipment
Phone and computer networks
Some changes in tracking and minor changes in bookkeeping/accounting
