The State Of Retailing Online 2014: Marketing

August 22nd, 2014

With contributors:

Carrie Johnson , Tina Moffett , Laura Naparstek

Summary

This latest report in our series using data from The State Of Retailing Online, a Shop.org study conducted by Forrester Research, covers interactive marketing benchmarks for online retailers. More than 80 retailers responded to a survey fielded in April and May of 2014. Key topics for this report include marketing spend benchmarks for web retailers, areas of increased prioritization, areas of focus for mobile marketing, and attitudes toward marketing attribution across various marketing tactics. Across the board, paid search continues to be the primary area of marketing spend and effectiveness for online retailers. Other areas of focus include email marketing and display media. Mobile marketing investments are also growing.

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