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

One approach to planning your Web sales and marketing spend is to begin with the three basic areas of Web marketing:

* budget for managing the web site;

* budget for search engine optimization (SEO); and

* budget for e-mail marketing.

These are the big three for most catalogers. The cost to manage the Web site is pretty well understood; it’s typically last year’s cost for all aspects of managing the site plus any new initiatives planned for the upcoming year. The hard part of budgeting for your Web site is allocating the appropriate amount of revenue that comes from your site.