Discovery Store’s keyword buys increase tenfold with automation
Discovery Communications Inc.’s online store at shopping.Discovery.com has increased search terms tenfold since it began using the automated search engine marketing services of iCrossing Inc. in June, Wells Spence, vice president of marketing for stores and e-commerce, tells InternetRetailer.com. As a result, the online Discovery Store, an affiliate of the company that operates the Discovery TV channel, expects search-related revenue to more than double this year over last. “Search is the latest killer application,” Spence says, “like e-mail marketing was a few years ago. We’re very bullish on search and want to be ahead of the curve as it develops.”
Using manual procedures and an in-house staff, Discovery Store had managed 100-150 keywords before it signed with iCrossing. Now it’s managing 1,000-1,500 keywords. And iCrossing’s automated reports give Discovery the flexibility to respond to changes in click-through rates much more quickly than they could under the manual system, Spence says.
Without providing details, Spence says search engine marketing is profitable, with a triple-digit ROI at some points in the year.
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