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Retailers Delegate Most Marketing Dollars to Paid Search & Email: Forrester Report

Retailers are spending 15% of their marketing budgets on email marketing and 40% of their budgets on search this year, according to "The State Of Retailing Online 2013: Marketing And Merchandising," a new study released today by Forrester Research and Shop.org. For the report, Forrester surveyed 65 e-commerce companies in April and May about their marketing strategies. About a third of respondents generate $100 million or more in annual revenue. The average marketing budget across the group is $7.6 million annually.

The report also revealed that retailers are hiring experts in digital marketing channels. For instance, 35% of respondents plan to hire email marketing experts this year, 26% will hire natural search experts, 22% will hire people for paid search, 22% will hire social media employees, 8% will hire affiliates, 6% for mobile display, 9% for mobile search and 3% for SMS messaging.

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