The No. 1 customer acquisition tactic is paid search programs, according to the 2014
Shop.org/ForresterResearch State of Retailing Online study.
The study, which surveyed 81 retailers in May and June 2014, found that search engine marketing is praised by 85% of retailers as one of the most effective customer acquisition tactics. In fact, retailers spend more of their interactive marketing budgets on paid search programs than on any other tactic, and four out of five retailers surveyed are also spending more on pay-for-performance....