One of e-marketing's biggest draws is its ability to track campaign results with incredible detail and immediacy. “There's increased pressure to prove results upon doing campaigns,” said Marc Stover, director of marketing for ISI Brands, which manufactures and distributes numerous supplement and nutrition brands, including Twinlab, Dr. Weil and Metabolife. Because ISI Brands can demonstrate results from an online campaign, Stover said the company is more likely to put marketing dollars into e-marketing rather than advertising that is less trackable, such as print ads.
“The biggest thing that's made a difference during this economy is keeping our fingers on the numbers at all times,” said Helen Buttery, director of marketing for Wellness Research and Consulting. The level of detail Buttery tracks to ensure that her company's messaging is working runs extremely deep, she said. “Everything is sourced. I know for each customer where they originally...
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