Etailer backs off search marketing in favor of old school options

[mandy]

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.

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

[amy]

An Internet retailer that is deemphasizing paid search advertising as its effectiveness falls

That sounds like a good idea that many stores should follow.  Too many store owners spend 100% of their ad budgets on AdWords. 

[valleygirl]

[quote author=amy link=topic=3042.msg10911#msg10911 date=1142450011]

An Internet retailer that is deemphasizing paid search advertising as its effectiveness falls

That sounds like a good idea that many stores should follow.  Too many store owners spend 100% of their ad budgets on AdWords. 
[/quote]

Too many newbie e-store operators devote way too much time to fine tuning SEO and paid search promotion when building a site, and way too little time on site usability and security.

[amy]

[quote author=valleygirl link=topic=3042.msg10987#msg10987 date=1142548457]

Too many newbie e-store operators devote way too much time to fine tuning SEO and paid search promotion when building a site, and way too little time on site usability and security.
[/quote]

Some people spend 2 weeks optimizing their site's keywords,  and 0 minutes adding a way for buyers to contact the store owner--not even an email address on the entire site.  :blinkie:  They're usually the stores with PayPal buttons and no shopping cart.  Sorry--I'll go elsewhere to buy if I don't even know what country a store is located in until after I pay.    :