The Top 500 retailer buys Campus Deals, which offers mobile coupons to college students.
Target marketing priorities shifting to web strategies
Web strategies are becoming more important to retailers in target marketing programs, a new study concludes.
Web strategies are becoming more important to retailers in target marketing programs, according to “Target Marketing Priorities Analysis-2007 Key Trends,” a study conducted by CSO Insights for marketing services firm Harte-Hanks Inc. The report notes that e-mail marketing is cited by the largest percentage of retailers, at nearly 50%, for producing the highest return on investment among web-based marketing strategies. Retailers ranked e-mail marketing second only to direct mail for ROI among all offline as well as online marketing programs, though they said direct mail was becoming less of a priority. In addition, retailers cited web sites/microsites, search optimization and e-mail marketing, in that order, as the most important web-based programs for achieving overall success in target marketing. More than 50% of study respondents, however, said web-based marketing accounted for 25% or less of their overall target marketing budgets. A move toward more web-based target marketing, the study concludes, supports a need for more accurate customer data.