The e-retailer spends at least 50% of its monthly display ad budget on the highly targeted, data-driven—and often cheap—ad placements using programmatic platforms.
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Given that, the industry will likely start seeing more-and even more sophisticated-efforts in the arena of conversion enhancement by search marketing companies, web design companies, technology developers and others whose own success is tied to the success of e-marketers they serve.
“Anybody who is in direct marketing knows how accountable their budget it,” says Jupiter Research Inc. analyst Patti Freeman Evans. “So in order to justify or optimize your budget you need to know how it’s performing. With companies driving their capability to track marketing initiatives through to conversion, it gives marketers a very powerful tool.”
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