On the heels of its comprehensive ecommerce study (see our 8/03/00 issue), the School, Home, & Office Products Association (SHOPA) plans to expand its research services for members marketing online. According to SHOPA President, Steven L. Jacober, member companies are finding that B-to-B online marketing can be “a very cost effective way to market” with similar margins to offline marketing channels. But in the excitement to market online, technology shouldn’t get in the way. Campaigns that are “clear, concise and uncluttered are the most successful,” Jacober says. The more cutting edge technology can be difficult for some business owners to use. KISS (Keep It Simple, Stupid) “is the way to go.”
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