According to eMarketer, online sales are now expected to slip by 0.4% in 2009. While still relatively flat, this represents a marked contraction from the fast pace of year-on-year growth online sales have enjoyed for some time. The article also predicts a return to double-digit growth by 2011, but the intervening period represents an inflection point in consumer behavior. The article says, "the way consumers shop is changing, and smart online retailers will take advantage [of] their new behavior - and online informational needs."
Consumers are increasingly using multiple interactive channels to "background" check the businesses they buy from. It is no longer sufficient to broadcast a one-way marketing message; today's savvy consumers are doing their homework and smart advertisers will ensure their campaigns give audiences information, not interruptions.
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