Online retail: van prijsvechten naar zoekmachinemarketing
Volgens een rapport van Webtrends wijzigen de online en multichannel retailers hun strategie van prijspromotie naar E-mailmarketing en Zoekmachinemarketing:
The 2006 Online Retail Holiday Readiness Report surveyed 300 Internet and multichannel retailers about key trends and the online strategies they are focusing on for the upcoming holiday season.
This year, twice as many respondents—23 percent—said that they will not be using price-based promotions to generate online revenue from loyal customers during the holidays compared to 11 percent last year. Even the most popular holiday marketing promotion—free shipping—has dropped in popularity, from 62 percent of retailers using it in 2005 to only 45 percent in 2006, according to WebTrends, http://www.webtrends.com Portland, OR.
The only features that received a boost year-over-year were personalized promotions and live chat.
Overall, retailers ranked e-mail marketing as the most important demand-generation activity for holiday success, with search engine marketing and search engine optimization ranking second and third, respectively.
Reflecting this importance, the biggest increases in marketing spending for the holidays will be in e-mail marketing (52 percent), SEM (46 percent) and SEO (38 percent). The biggest decreases in spending will be in online banner ads (17 percent), print advertising (16 percent) and broadcast advertising (14 percent).
- 18 August 2006
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