Without doubt one of the dsitributors that has made best use of online sales to European customers is Digikey. Yet they still mail out lots of copies of their printed catalogue (I got five last time!) – an expensive project. I was therefore interested to read Mick Eliott talking about the increased size of the catalogue: it’s another reason to not try to find the “best” marketing channel, but to create integrated campaigns that make use of each marketing discipline and media to its best advantage.
