What do marketers want from the Web and how do they get it, if at all? Framingham, MA-based International Data Corp. (IDC) has just completed a survey of 300 e-commerce marketers that offers some answers.
Called “The Web Sellers Speak: Learning from the Leaders,” the survey reports that reaching new customers and increasing customer loyalty are the two primary goals of e-commerce marketers.
Currently, more than 92 percent of online merchants are actively building user loyalty programs, which often involve various forms of customer service or value-added offers, to drive repeat customer traffic, the survey finds.
In addition, more personalization and mass-customization are being widely used by Web leaders to increase customer retention, according to 75 percent of survey respondents.
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