03-15-2006, 11:57 AM
An Internet retailer that is deemphasizing paid search advertising as its effectiveness falls, and instead focusing on email newsletters, direct mail (including postcards), public relations in related publications, and web site enhancements.
full article: http://www.internetretailer.com/dailyNews.asp?id=17899
Quote:Search engine marketing is not what it used to be.
Search engine marketing has become much more competitive; as a result, it increasingly is difficult to generate a positive ROI...
"We now are turning our focus back to basic marketing," Marrus says. "By returning to the fundamentals, we will be able to attract new customers and generate revenue the old fashioned way-by providing good value, good service and an easy shopping experience. To that end, we're fine-tuning our site design: streamlining navigation, increasing focus on merchandising and rolling out new features on a monthly basis."
full article: http://www.internetretailer.com/dailyNews.asp?id=17899