Retailers tweaking online holiday marketing efforts: Shop.org

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New research for online comparison-shopping service Shopzilla and the National Retail Federation's Shop.org unit indicates that online retailers have been adjusting their marketing efforts to maximize sales.

Forty-one percent of online retailers surveyed told BizRate Research last week that they have made changes to their online marketing efforts since they began holiday marketing this season. It was up from 36 percent who reported making changes as of Nov. 30.

The results were part of the continuing 2006 eHoliday Mood Study from BizRate Research, a Shopzilla division.

However, retailers are not as keen to tweak their offline marketing efforts, promotional pushes and Web site features this far into the season, Shop.org said.

Less than 15 percent of those asked said they made any changes in these three areas. One reason for this may be that making changes to offline campaigns or to Web site features is much more difficult than changing online messaging or ad buys.

Also, the survey showed that shoppers are having a positive experience buying online this holiday season.

Shop.org claimed 71.2 percent of online shoppers surveyed said they have been "very satisfied" with their online buying experience so far this holiday season. And 96.5 percent online shoppers surveyed have been at least somewhat satisfied.

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