EDITORIAL: What a Difference a Year Makes

Share this content:
What started as a year of plenty certainly ended in a season of woe. Dot-coms could do no wrong as the stock market continued its upward climb in January and February. Now, as we enter 2001, there's woe everywhere.


Woe for the 100-plus dot-coms that went bust in the past year. Woe for troubled ad networks DoubleClick, 24/7 and Engage, each of which has laid off 100 to 200 employees in the past several weeks. Woe for the legitimate marketers that got ensnarled in lawsuits with those bullies at the anti-spam group Mail Abuse Prevention System, keeper of the Realtime Blackhole List. Woe for any company that has to send mail next year because of dramatically higher postage costs. Woe for the U.S. Postal Service, which came off a year of making $363 million for fiscal year 1999 and ended $199 million in the hole for 2000 (that's with a rate increase that went into effect at the start of the year). Even worse, the agency now says it will be $1.2 billion in the red for 2001.


However, the year also brought some good. There was a return to traditional brands, and direct marketers were finally acknowledged as doing something right. That's partly why your mailbox was stuffed with so many catalogs and other mailings from pure-play e-tailers this holiday season. According to a study released last week by King, Brown & Partners, 55 percent of 1,178 people questioned said they are "much more likely" or "somewhat more likely" to make a purchase from a site if they have a paper catalog. Catalogers, however, were not the answer for every e-tailer as the stock market decided otherwise. For instance, Garden.com -- which debuted its catalog during last year's holiday season -- completed its sale of inventory last week before closing shop for good.


Net marketers also were busy changing their names in the latter part of the year, taking on more traditional-sounding ones, as they spread their wings into other facets of direct marketing. Even Monster.com, known for spending gobs of money on Super Bowl ads, got into the bargain basement of infomercials this month.


Here's to a more prosperous 2001
Loading links....
close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here