Marketing Blurb is a long-time proponent of online marketing. We were advertising on CompuServe well before Al Gore even
invented the Internet. We advocate online marketing because it offers superior targeting to other advertising media, and like direct marketing, you can measure the results of your online campaigns. As such, we are not surprised when online analytics company WebTrends released a report claiming “Retail marketers will shift marketing spending away from print, online ads
and broadcast channels to e-mail and search engine marketing to win over consumers during the upcoming holiday shopping season.” The study of 300 Internet and multi-channel retailers suggests that retailers will increase email marketing, search engine marketing, and search engine optimization and the expense of print and broadcast advertising. However, the WebTrends release states percentages rather than dollars, and we believe retailers will stick with heavy spending on traditional media this holiday season. So go online or go to the store, but buy something because the GNP depends on you!
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