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MARTIN MELVILLE: You've got to be everywhere today.
I think some of the legacy companies, some of the older
companies that have been around a long time, really
need to grasp these new ways of marketing.
I would say to the legacy players, get in the game,
because it's here to stay.
MICHAEL JONES: We think channels are
what's really important.
So for example, there are marketplaces like eBay and
Amazon that are doing extremely well, that we're
helping people connect all their products into.
We think that search is also very important.
I would also make sure that you are getting your products
in front of as many consumers as you can.
The online world is a lot different
than the offline world.
It's not one specific mall or one specific store
that people go to.
FREDERICK CROSBY: Everyone needs to be concerned about
their store, their store, their store.
Now they're looking at it in a multi-channel way.
They realize there's traffic all over the internet, so
they're looking at strategies to get exposure to wherever
the buyers are.
EBay is one of those storefronts that are now open.
You look at Dell, Dell has dell.com, one of the largest
sites on the internet.
Now they've got a Dell eBay store, and they're doing
creative things there to make sure that they leverage
whatever inventory they have that is appreciated by the
eBay buyer.
JENN MCCLAIN: We're not just spending on paid
search just to spend.
We're actually looking at what channels are bringing in the
best ROI and the most new customers to our database, as
well as looking at it from a multi-channel standpoint.
Our goal is to try to get as many multi-channel customers
as possible so they spend in store and online.
And how do we market to them in the mailer, the catalog, as
well as though online marketing?
JOSH MCFARLAND: It's important to view that online presence
as not just a channel of distribution but as an
entirely different mechanism for the business, that you can
have a different relationship with the customer online than
you may have with them offline.
JEFF HADDOX: We're looking at testing some display via
mobile and some search on the mobile side, in addition to
some mobile apps that we're using, specifically Yowza.
It's a mobile app that's specific to the iPhone and the
iPod touch that's a geotargeted app that renders
store-specific offers and coupons and event-related
information.
BRAD SMITH: We focus really on emerging channels like mobile.
Mobile is going to be another big push for us over the next
18 months or so in the areas of application development,
commerce, and mobile marketing.
We know that our consumer turns to that device.
For us, it becomes a bridge between the physical and
digital worlds, and it's a place where we'll spend a lot
of our emphasis.