Trends Report

Retailers Boost IM Spend To Drive Online Sales

December 24th, 2009
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Sucharita Kodali , Angie Polanco

Summary

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.

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