For eBusiness & Channel Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	May 7, 2008 The State Of Retailing Online 2008: Marketing Report by Sucharita Mulpuru with Carrie Johnson, Peter Hult	Average: 9  (4 ratings)

This is an excerpt

Executive Summary

This report reflects the 11th annual fielding of the State of Retailing Online study, a Shop.org survey conducted by Forrester Research. The objective of the study is to collect a series of benchmarks from online retailers that primarily transact in the business-to-consumer space. This is the first of a three-part series of reports based on those findings and highlights marketing priorities, spend, allocation, and areas of marketing focus. Among the key marketing takeaways of the 2008 survey are that in 2007, customer acquisition continued to dominate online retailer marketing spend, with paid search and email marketing hailing as the most popular marketing vehicles for online retailers. For offline marketing spend, online retailers focused on catalogs and direct mail. In 2008, online retailers plan to focus less on shipping promotions and are eager to experiment with Social Computing initiatives. Forrester Web site visitors without client access to our research can purchase this report at www.shop.org.

TABLE OF CONTENTS

• Online Retail Continues To Grow Rapidly Despite Choppy Economic Waters
• Metrics-Driven Marketing Is Critical For Online Retailers

RECOMMENDATIONS

• A Challenging Economic Climate Should Drive Greater Efficiency
• Supplemental Material
• Related Research Documents

This is an excerpt