Holiday Special Offers: How Effective Are They?

Online merchants, including catalogers, e-merchants and brick-and-mortar retailers, made three times as many adjustments to their online marketing as they did their offline plans during last year’s holiday season, according to recently released report from Shop.org, the online division of the National Retail Federation, and online research firm BizRate Research. And 70 percent of those adjustments involved either investing more in paid search or making improvements to e-mail campaigns.