Marketing
Activity Yielding Largest ROI During Past Year
(July, 2002, % of respondents)
Direct Sales | 32% |
Networking/referrals | 21% |
Homepage/online outreach | 15% |
Trade Shows | 11% |
Advertising | 9% |
Direct Mail | 5% |
Other | 7% |
For a better idea of the companies that are marketing online in the US, the Direct Marketing Association (DMA) reported in April 2002 that 25% of small companies upsell on their main websites whereas 47% of large companies do the same. A whopping 81% of large companies use their website for cross-selling by targeting offline buyers online.
Website Marketing, 2001 (% of respondents)
Size of Company | |||
Small | Medium | Large | |
Avg. no. of products marketed on website | 6 | 40 | 40 |
Avg. no. of products marketed w/Online Catalog | 175 | 387 | 25 |
Can conduct electronic transactions | 20% | 52% | 63% |
Upsell on primary website | 25% | 43% | 47% |
Cross-sell targeting offline buyers online | 45% | 68% | 81% |
Cross-sell targeting online buyers offline | 69% | 61% | 56% |
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