Sure, you have programs for search engine marketing (SEM), e-mail and affiliate marketing. But how extensively have you plotted out your overall strategy? A key to your success involves a closely integrated program that involves all forms of online advertising. Following are some strategies revealed. Gordon Hotchkiss, president/CEO of search engine marketing firm Enquiro, noted in his presentation during the Annual Catalog Conference in Orlando last week several key factors to managing a viable SEM program. He discussed two primary kinds of searches: Mapping searches are when consumers search by subject; transporter searches are when consumers search by company names or URLs. Be prepared for both,
Yahoo! Search Marketing
“As consumers become savvier searchers, online merchants must become savvier marketers,” said Diane Rinaldo, director of strategic alliances for Yahoo Search Marketing, at the session “Search Engine Marketing Strategies for Retailers: What Are Your Choices, and How Can You Use Them Effectively?” at the Search Marketing Forum held last month in New York. Rinaldo offered the following two strategies for merchants looking to get the most out of search engine marketing: 1. Since 38 percent of sales occur four weeks after a consumer’s initial search, you need to track consumer behavior for a longer period of time, Rinaldo pointed out. “Look beyond your current cookie duration.
Few catalogers would dispute that e-mail marketing is one of the most cost-effective methods for communicating with customers. And in this day and age, it’s also one of the most hotly contested. Indeed, the e-mail channel is fraught with legal, technical and marketing challenges. This article provides suggestions for keeping your e-mail program legal and ethical, and it offers tips on increasing the chances that your e-mails make it to your customers. The Can Spam Act and You In December, President Bush signed the legislation known as “Controlling the Assault of Non-Solicited Pornography and Market-ing Act of 2003” or Can Spam. The law,
Search engine marketing is hot and getting hotter. Indeed, analysts predict that retailers will spend $2 billion on paid searches in 2003, representing a third of total online advertising spending. It will generate more than $10 billion in tracked online sales for e-merchants, with additional untracked spill-over revenue going to contact centers and retail stores. Search engine marketing works because searches are how consumers find products today: 41 percent of online shoppers report finding retail Web sites through search engines, according to eMarketer’s March 2003 study. And it’s still a bargain, averaging 35 cents per click across the industry, compared to $1 per lead
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