Retailers shift their ad spending from TV, radio and print ads to digital ads.
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“Our advice is that retailers cast a wide net and test and evaluate their return on investment at a gross margin level,” she says. “Not all sites are going to be alike in terms of the traffic they send. Since there’s little upfront cost, there’s a low risk in trying most of them. Each retailer should try as many as they can find.”
Elizabeth Gardner is a Riverside, Ill.-based freelance business writer.