Nearly all e-retailers will advertise offline this year, survey reports
Online retailers recognize the value of multi-channel marketing, according to the 2005 Shop.org/BizRate Research Online Holiday Mood Study, conducted by BizRate Research, a division of Shopzilla Inc.
That survey reports that 92% of pure-play online retailers will advertise offline this year, compared with 93% of multi-channel retailers. The most popular offline vehicles to drive traffic to web sites are catalog, which 63% of merchants say they’ll use; in-store materials (61%) and direct mail (59%).
In addition, 54% of online retailers will try to drive traffic to their sites with magazine advertising; 41% with newspapers; 35% with television; and 32% with radio.
In addition, 70% of online retailers in the survey plan to increase their emphasis on paid listing search engine marketing.
The survey also reports that 60% of online retailers will start their holiday marketing by the end of October. Half of consumers surveyed will start their online holiday shopping by the end of this month and 21% say they started their holiday online shopping earlier this year than last.
BizRate research surveyed 119 online retailers, all members of trade group Shop.org, and 1,891 online buyers.
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