Marketing questions
ADOTAS — Retail e-commerce in 2008 grew, but not by much, so marketers need to review how they do business.
Sales grew by only 6 percent in, according to comScore, the lowest rate since 2003. Of the total $221 billion in business to consumer online sales last year, $130 billion were retail e-commerce sales. The rest were travel sales.
According to eMarketer, the online retail categories that were hardest hit by the slowdown were computer software, digital entertainment and office supplies, while fitness equipment, books and furniture continued strong. Gian Fulgoni, of comScore, gave eMarketer questions that marketers should be asking themselves:
- Am I appropriately allocating my marketing/advertising budgets?
- How am I measuring my online advertising performance?
- What is my current coupon/promotion strategy?
- Am I using the down economy as a time to build relationships with customers that will pay off in the future?
- Am I optimizing my search strategy in today’s economy?
- Am I being creative, or am I doing what I have always done?
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