Refine Your Search Engine Marketing Initiatives
Spring clearances and upcoming Mother’s Day promotions offer catalogers a great opportunity to tweak their Internet search-marketing campaigns and cast a wider net for reaching customers.
Rotating copy and thinking more broadly about keyword-search terms are just a few ways in which you can better blanket the online-search market to stretch your advertising dollars, spur brand recognition and attract eyeballs.
Taking a multichannel marketing approach and integrating online strategies with offline promotions also offers more leverage around spring advertising opportunities.
Paid placement Internet search, which enables you to bid for placement at the top of search engines’ results pages, can help you to attract customers beyond your weekly or monthly mail campaigns. Each day, U.S. consumers conduct upwards of 80 million online searches, effectively pre-qualifying themselves as highly targeted leads just by typing keywords such as “khakis,” “sandals” or “roses” into search engine query boxes.
As a result, the online channel is growing rapidly as a percentage of revenue for many catalogers. Indeed, marketers with both a catalog and Web presence saw online sales climb to 29 percent of overall sales in the first quarter of 2002, up from 18 percent a year earlier, according to a report issued in December from Abacus, a research firm focused on the direct-marketing industry.
Additionally, each U.S. Internet user is expected to spend $1,249 online this year and $1,400 in 2004, according to Emarketer.
How can you more effectively tap into this burgeoning market and boost your marketing efficiency? Consider the following six tips.
1. Integrate Peripheral Keywords
For catalogers, keywords are the bread and butter of a paid-placement search used to generate responses from the 200 million-plus consumers shopping online. About 48 percent of Internet users go no further than the first page of search results before clicking on a listing, according to a study from IProspect.