A new study conducted by BizRate Research has found that 92 percent of pure-play online retailers will advertise offline this year, compared with 93 percent of multi-channel retailers, reports Internet Retailer (via MediaBuyerPlanner), citing the 2005 Shop.org/BizRate Research Online Holiday Mood Study.
The most popular offline vehicle for driving traffic to websites for both online-only and multi-channel retailers is catalog, which 63 percent of merchants plan to use.
Second is in-store materials (61 percent), followed by direct mail (59 percent), and magazine advertising (54 percent. Newspapers, television, and radio are next with 41 percent, 35 percent, and 32 percent, respectively.
More than two-thirds of online retailers - 70 percent - also plan to increase spending on paid search.
