Jul 25, 2014 114 reads by Ritu Sharma

Shop.org and Forrester Research recently published a study which reveals that search marketing including paid and SEO was the most effective customer acquisition tactic for 85% retailers surveyed. According to the research, paid search was the channel most heavily invested in.

Search Marketing the Most Effective Customer Acquisition Tactic for 85% Retailers, According to Survey

According to 75% survey respondents PPC drove more revenue in 2013 than 2012. 19 % respondents said that paid search accounted for over 50% of their marketing budgets.

Shop.org's executive director, Vicki Cantrell said that the retailers should expand their horizons, even with the glowing reviews for paid search.

"While much of the ground work has been laid for perfecting paid search and how well it works for retailers' customer acquisition goals, the fact of the matter is that retailers still have plenty of opportunities to learn more about their customers' needs."

Display ads see a comeback as per an announcement:

Display ads are seeing something of resurgence: specifically remarketing, retargeting, and behavioral targeting ranked among retailers' leading customer acquisition tactics, and display ads now collectively rank as the second highest area of marketing spend behind paid search

Sucharita Mulpuru, Vice president and principal analyst at Forrester, said that the renewed interest in display advertising makes social media a more viable option for acquisition.

"Thanks to the effectiveness and renewed budget focus on display advertising, Facebook cannot be counted out from a retail advertising stand point. People think of Facebook as a social network, but in reality it's another medium for personalized display advertising – likely explaining why Facebook has surfaced so high in planned budget spend this year."

41% mentioned organic traffic as an effective channel. The announcement said that the retailers were investing more in organic this year than last, among other tactics like re-marketing and affiliate programs.

You can download the full research study from here

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Ritu Sharma
Ritu from PageTraffic is a qualified Google Adwords Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.
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