White Paper: Online Marketing 2008-09 Holiday Spending Benchmark: Trends For 2009

By Nikki Baird and Steve Rowen, Retail Systems Research

With economic uncertainty continuing through 2008 and on track to remain throughout 2009, advertising budgets are coming under close scrutiny. At the same time, awareness is growing among retailers that online advertising and multi-channel campaigns can potentially be more cost effective, drive better return, and reach a more targeted audience. With cost pressures and opportunities forcing retailers to rethink both the size and the allocation of their marketing spend, the 2008-09 holiday season had the potential to see a real shift in how retailers approach online campaigns - potentially shaping the future of both online marketing and retail marketing in general.

This research report, developed through a joint research partnership with RSR Research and eTail, identifies how retailers allocated their marketing budgets for the 2008-09 holiday season, and how that impacts their planned spend for 2009. The study also examines how Retail Winners – those that outperform their peers – use online and integrated marketing campaigns to their advantage, and ways for retailers to make more effective use of the online channel as part of their marketing strategy.