April 1, 2009, 12:00 AM

Search marketing, especially optimization, is a buoy in the economic storm

(Page 2 of 2)

As with e-mail and social network messaging applications, marketing text messages can be aimed directly at consumers known to retailers to be interested in a product category or brand. Showing that m-commerce is beginning to take root in e-commerce, 5.7% of survey respondents say text messages will perform better than paid search in the down economy.

“If you’re texting an opt-in list, you’re probably texting your best customers, folks who buy from you often. I can see a lot of sales being tagged to that-whether they can become incremental or not, I don’t know,” Michie says.

He adds that when it comes to driving incremental sales, no form of marketing in web retailing compares with search.

“Text messaging, e-mail marketing, social networks and affiliates will never be as good at that,” he contends. “Paid search is No. 1 for driving new customers.”

bill@verticalwebmedia.com

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Walt Blum / E-Commerce

An e-retailer’s guide to personalized marketing

If data is the foundation of effective personalized marketing, then customer segmentation and personas are ...

FPO

Matt Dion / E-Commerce

5 reasons retailers need a chief digital officer

Hamstrung by legacy technology? Are IT and marketing always squabbling? Those are signs you need ...

Advertisement