Digital Marketing: Why Search May Not Click for Retailers - Advertising Age - ... - The Diigo Meta page

• 03 Nov 09
  

  Jana Thalheim
  • Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.
  • Nielsen found the majority of retailers' web traffic (61%, on average) comes from people going directly to a retail site
  • 4 more annotations...
  • • The analysis shows that comparison-shopping sites, such as NexTag or Scripps Networks Interactive's Shopzilla, collectively accounted for about 1% of traffic.
    • it makes a compelling argument that brand and past experiences [with a marketer] matter an awful lot and will be far more significant determinants of success than any customer acquisition strategy that they're going to engage in
    • The challenges of tracking some less quantifiable channels (such as display or even offline channels) have caused some retailers to neglect them and instead focus on what's easy to measure.
    • Mr. Paradysz noted many people use search for product research, which influences their behavior down the line. He illustrated an example: You search for a red cashmere sweater, looking for who has the best deal. You see J. Crew has it for $119 and Neiman Marcus for $329. You don't buy it then but later head over to jcrew.com and make the purchase.
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  Eubin Kim

  Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.

  search shopping display advertising digital ecommerce

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  Randy Bennett
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  Mike Henderson

  The importance of search, brand awareness, customer aqcuisition and all that crap on getting people to know who you are, remember you, search for you, click on your links and buy your crap.

  branding search marketing seo socialmedia advertising linkdump

  • Less than 10% of online retailers' web traffic, on average, comes from search engines, according to an analysis by Nielsen Co.'s Online division.
  • the majority of retailers' web traffic (61%, on average) comes from people going directly to a retail site -- consumers typing, say, Amazon.com into a browser address bar.
  • 6 more annotations...
  • • Other referrals, such as affiliate programs or advertising (basically anything that wasn't direct navigation, comparison referrals or search), accounted for the remainder.
    • The 9.5% of traffic from search also likely included a good chunk of people conducting navigational searches
    • the top 50 search terms revealed only three that weren't branded -- and those were pornographic.
    • brand and past experiences [with a marketer] matter an awful lot and will be far more significant determinants of success than any customer acquisition strategy that they're going to engage in,
    • "make an important case for the continued relevancy of display advertising. While search gets a lot of credit because it's quantifiable, there's a reason people are typing things like Expedia into the Google search engine."
    • "You have to have the brand presence," Mr. Paradysz said, "because if you don't, you first don't benefit from the paid search, and second, you potentially lose some of that downstream activity."

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