by Kevin Woodward, Internet Retailer
“There could be many reasons catalog and call center retailers reported lower monthly paid search spending, says Josh Dreller, director of marketing research for digital marketing firm Kenshoo Ltd.
They may have cut their budgets, or found ways to spend more efficiently, he says. ‘Keep in mind that catalogers don’t have all the same opportunities to tap into search that a multichannel retailer has,’ Dreller says. ‘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.’”
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