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BizReport : Search Marketing : October 10, 2006

Search Marketing: More Than Keywords

Search marketers want customers so they drive, drive, drive customers to targeted landing pages. Customers want service and many are leaving those landing pages without spending money, according to a new survey.

by Kristina Knight

Online shopping growth is predicted to surge this holiday season, however, the Allurent survey shows a staggering 83% of online shoppers would by more if only online customer service better met their needs.

Many want Web 2.0 features like shortcuts that give product information and pageless purchasing as well as the ability to click on an image to buy products rather than leaving a page to make a purchase.

What all this means is that it isn’t enough to drive traffic to sites using paid search or pay-per-click campaigns. Customers want valid customer service once they arrive on site and continued service throughout the experience until they are through the checkout process.

“Anything that improves that (shopping) experience will quickly generate customer loyalty and more revenue,” said Joe Chung, co-founder and CEO of Allurent. “Rich Internet Application. . .provide an incredible opportunity for retailers to drive additional dollars to their bottom line.”

Search marketing is already uniquely positioned to give this type of service. By entering certain keywords, users find exactly what they are looking for from discounted Jimmy Choo’s to investigative services. The key is for marketers to be prepared with more than a landing page to draw customers further into their store.

Tags: online advertising, search engines, search marketing

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