How Drs. Foster Smith uses video to drive ecommerce success

As part of the social web movement, marketers are increasingly becoming publishers. There are few who are pouring as much into multimedia (i.e. video) web publishing as Wisconsin USA-based Drs. Fosters Smith. 

This seasoned, catalog-based direct marketer is investing in their own staff, production facilities and syndicating widely, on the Web with www.peteducation.com, and on national cable television. 

I sat down with their online chief, Gordon MaGee to understand how the company cost-justifies and measures its continued investment in online video.

Jeff Molander is a social media speaker and analyst. As CEO of Molander & Associates Inc. he helps people build profitable businesses by challenging current marketing practices and connecting marketing tactics directly to strategic goals. Jeff can be reached at jeff_at_jeffmolander.com.