The Balancing Act

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As powerful a tool as the Internet may be, marketers have quickly learned that it can’t completely replace tried-and-true offline methods. Instead, they’ve learned that online technologies and techniques—ranging from Web sites geared for direct sales to broad e-mail blasts to drum up prospects and repeat business—are an excellent complement to the traditional efforts they’ve deployed for decades.

In this special report, BtoB showcases case studies from CDW Computer Centers Inc. and, two companies striving to maintain the right balance of online and offline strategies in distinctly different ways. Also, direct marketing guru Ruth Stevens weighs in with her top 10 best practices for integrating the Web into the mix, reminding us that marketers should have little difficulty since, for years, they’ve been integrating campaigns among other media.

Finally, we show how direct mail list brokers and managers have embraced integration by adding e-mail information to the names and numbers they’ve historically provided. In an exclusive chart, we break down 20 of the top brokers and managers in the b-to-b space—providing information such as their key lists and average costs—as supplied by industry sources and the Direct Marketing Association.

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