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BizReport : Search Marketing : November 26, 2008

SearchIgnite: US retailers still turning to search

Although headlines scream that the US economy is in the tank, US retailers are still pushing advertising dollars into search campaigns, hoping to engage a few more elusive shoppers. According to a recent report from SearchIgnite, US retailers increased their online search spend by 33% in the first half of Q4 2008.

by Kristina Knight

searchignite.gifSearch marketing is traditionally a bigger spend heading into the fourth quarter because of the upcoming holiday season. From October to November 2008, however, retailers spent about 58% more compared to spending in 2007.

"Advertisers are shifting more dollars to paid search and digital media," said Roger Barnette, president of SearchIgnite. "Retailers want media they can buy on a performance bases to track and measure."

The economic troubles are probably leading to a larger than normal search spend because of the metrics associated with search; marketers can see daily what keywords are drawing in consumers and which are failing, giving them an automatic recourse if a campaign isn't performing as they would like. Added to that, more and more consumers are searching for products and information online.

Rather than driving from store to store, consumers are comparison shopping online or researching product purchases online before going to a brick and mortar store. Because of this trend, online marketers are correct in pursuing search as an antidote to fewer buying consumers.

Tags: ecommerce, paid search, search keywords, SearchIgnite

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