The worlds of brands and retailers collide in the search sphere

[mandy]

Could search be the missing link that helps connect brands with the companies that sell their products? That remains to be seen, but some search marketers say it’s only natural for the worlds of brands and retailers to collide in the search sphere.

That's especially important given the growing realization that nearly half of shoppers who research products online (47 percent according to a recent study), many of them using search, end up buying offline.

The fact is, both brands and stores often bid on or optimize for search engines based on the same keywords, be they branded or generic...

Jessica Koster, e-commerce marketing manager for dance duds brand, Danskin, affirms Balzer’s implication that retailers are seeking out cooperative search marketing relationships with the brands they carry...

full article:  http://www.clickz.com/news/article.php/3588911