Internet Retailers Boost Online Advertising

According to an April 2004 survey published by the e-tailing group, the vast majority of Internet retailers rank customer acquisition and customer retention as their most important marketing strategies, followed closely by converting online browsers into buyers. Another 86% of online merchants rate the need to drive traffic to their Web site as an important priority as well. Not surprisingly, the e-tailing group has found that online retailers are increasingly shifting their marketing dollars to the Internet, due in part to the fact that online marketing is easy to test and refine. Furthermore, online marketing continues to be less expensive than most offline advertising channels.

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