J Habegger

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Why Retailers Are Becoming Online Media Players

For years, major retailers have created new revenue streams by transforming existing assets into paid media channels — e.g., product in-store signage, TV display ads, co-op circulars, etc. That practice isn’t likely to change, but there’s a new asset retailers are increasingly looking to convert into a profit-making media channel: website visits. (See: Figure 1)... More

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Is Ecommerce Hijacking Your Marketing Budget?

I recently sat down with a senior media executive at an ad agency servicing one of the large national retailers. While talking about 2011 marketing objectives and the media plan, he started explaining that they were trying to broaden the goals of digital marketing to include more than bottom-of-the-funnel ecommerce transactions. They now wanted to use the web site to drive consumers into the... More

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The Online Path-To-Purchase

A manufacturer’s website is their single most important marketing tool. This isn’t hyperbole. This is the current reality. The retail world for consumer durable goods — considered purchases such as CE equipment and appliances — has changed so radically over the last decade because of the Internet that the typical consumer-path-purchase is unrecognizable from what... More