Catalog Budgeting for Web Sales and Traffic, Part 1 of 3

Catalogers struggle with budgeting for Web marketing. How much should they spend? And how much should they reasonably expect to get back in sales? These straightforward questions can prove difficult to answer for the Web side of a catalog business.

This week in the first part of a three-part series examining how catalogers have had to adjust their marketing budgets to account for the influx of Web traffic and buyers, I look at how catalogers can approach the arduous task of planning their Web marketing budgets.