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For eBusiness & Channel Strategy Professionals

Online Marketing Benchmarks For Internet Retailers

April 3, 2009

Primary author headshot


  • By Patti Freeman Evans
  • with Cristina Bugnaru,
  • Bailey Liackman,
  • Brendan McGowan

Why Read This Report

Search engine marketing continues to be a central part of online advertising budgets, as well as the main driver of online sales. At the same time, the percentage of advertising spending is directly proportional to the percentage of online sales generated by four out of six marketing initiatives. This report summarizes a series of useful online marketing benchmarks that assist online retailers in determining how to ensure that every dollar of their online advertising budget produces healthy sales returns. These benchmarks are based on a recent survey of 206 US online retailers that includes questions on the topic of online marketing. In this report, we also examine multiple ways in which online retailers achieve advertising cost efficiencies by advertising budget size and product categories.

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Table of Contents

  • Survey Respondents Represent A Range Of Diverse Companies
  • Search Captures Almost 40% Of US Retailers' Online Advertising Budgets
  • Varying Online Advertising Budgets Call For Different Channel Usage
  • Online Retailers Adjust Their Advertising Spending Mix By Product Categories
  • Supplemental Material
  • Related Research Documents