Tuesday, May 28, 2013

Catalogs, Call-Center Retailers Cut Paid Search

Catalog and call-center retailers cut back on their paid search spending last year, according to the "2013 Internet Retailer Top 500" guide. In 2012, catalog and call-center retailers spent a monthly average of $126,156 per retailer, which is 4.7% below their 2011 average. In contrast, three other merchant groups tracked -- retail chains, consumer brand manufacturers and web-only retailers -- not only far outspent catalogers and call-center retailers but increased their paid search spending from 2011. For  example, retail chains in the Top 500 spent an average of $2.48 million monthly per merchant on paid search in 2012, a 64.2% increase from $1.51 million in 2011. Web-only retailers spent an average of $1.87 million, up 10.7% from 1.69 million in 2011. "Keep in mind that catalogers don’t have all the same opportunities to tap into search that a multi-channel retailer has," Josh Dreller, director of marketing research for digital marketing firm Kenshoo Ltd., told Internet Retailer. "While many retailers reinvest search savings by funding localized campaigns to support physical store locations, for example, catalogers tend to focus more strictly on driving e-commerce sales." For more on paid search spending, see the story at
http://www.internetretailer.com/2013/05/07/catalogers-cut-back-paid-search-spending-2012