March 2008 - Electronic Retailer Magazine
March 2008 - Electronic Retailer Magazine
March 2008 - Electronic Retailer Magazine
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PHOTOS BY MARC PISCOTTY<br />
Vol. 5, No. 3 | <strong>March</strong> <strong>2008</strong><br />
tableof<br />
CONTENTS<br />
<strong>2008</strong><br />
38<br />
44 50<br />
4 electronicRETAILER | <strong>March</strong> <strong>2008</strong><br />
Multichannel Marketer<br />
of the Year<br />
Cover Story<br />
The Gaiam Effect<br />
<strong>Electronic</strong> <strong>Retailer</strong>’s “Multichannel Marketer of the Year” stays ahead of the<br />
curve when it comes to broadening its customer reach. This lifestyle<br />
media company embraces a diverse marketing strategy that comprises<br />
DRTV, retail, catalog, e-commerce, social networking, and other emerging<br />
technologies.<br />
By Vitisia Paynich<br />
44<br />
FEATURES<br />
Case Study<br />
Cleaning Up Online<br />
Euro-Pro’s Shark Steam Mop is a<br />
successful product with lessons to<br />
teach. A big one has to do with<br />
how DRTV viewers now do their<br />
buying.<br />
By Jack Gordon<br />
50<br />
Smarter Search<br />
Search engine marketing expert<br />
Dana Todd explains how to<br />
increase the efficiency of your payper-click<br />
campaigns<br />
By Tom Dellner<br />
ERA SECTION<br />
70<br />
A Message From ERA’s<br />
Education Committee Chair<br />
ERA’s education is retail-driven<br />
By Brett Goffin<br />
71<br />
Speaker Exchange<br />
Industry leaders speak up<br />
By Sieglinde Friedman<br />
76<br />
Research Study<br />
Research: ERA’s commitment to<br />
retailers<br />
By Sieglinde Friedman<br />
©<strong>Electronic</strong> ©<strong>Electronic</strong> <strong>Retailer</strong> <strong>Retailer</strong><br />
<strong>Magazine</strong> <strong>Magazine</strong><br />
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