Retailers shift their ad spending from TV, radio and print ads to digital ads.
Sales resulting from search engine marketing programs in the fourth quarter rose 17% year-over-year at Crutchfield.com, while advertising costs declined 15%, marketing manager Garrett Mathews says.
Sales resulting from search engine marketing programs in the fourth quarter rose 17% year-over-year at Crutchfield Corp.’s Crutchfield.com, while advertising costs declined 15%, Internet marketing manager Garrett Mathews tells InternetRetailer.com.
In addition, order volume rose 15% while cost per new buyer declined, he adds. “We now have a much lower cost per new buyer, much better cost to sales efficiency and a higher order and sales volume,” he says.
The changes in performance levels cited by Mathews were for the period Oct. 1 through Dec. 19; complete fourth-quarter results were still being compiled. Crutchfield is No. 70 in the Internet Retailer Top 400 Guide to Retail Web Sites.
The improvements coincided with Crutchfield’s move last June to bring its search engine marketing programs back in-house, after a year of outsourcing SEM to help deal with Google’s change to its Adwords form of search marketing, Mathews says.