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For Marketing Leadership Professionals

Retailers Boost IM Spend To Drive Online Sales

December 24, 2009

By Shar VanBoskirk with Sucharita Mulpuru, Angie Polanco

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Why Read This Report

Retailers today account for the largest interactive marketing (IM) spend of all industries due to their direct marketing heritage and reliance on the Web as a sales channel. We expect retail interactive marketing investments to grow to $8.6 billion by 2014 as retailers spend to drive Web sales, mature their search programs, personalize display ads, and eventually launch mobile marketing programs. To increase the efficiency of interactive investments in the long term, we recommend that retailers prioritize on-site optimization and advanced measurement over new customer acquisition.
Tags: Direct Marketing, Email Marketing & RSS, Emerging Media, Emerging Methods, Interactive Marketing Strategy and Process, Marketing Measurement, Mobile Advertising, Mobile Marketing, Online Advertising, Retail, Search Marketing, Social Marketing, Social Media
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