Internet retailers had a brief story on how many online retailers over-rely upon Internet search as a strategy.a
Aaron Kessler, senior research analyst for Piper Jaffray & Co. said that “Three years ago, Internet search was a good value for any retail category, but now it’s not always the value it was,” he says. “It’s a great marketing channel when it works, but many retailers have become too reliant on it.”a
He went on to say that with the increased competition over Internet paid-search words that there is a need to develop a more “comprehensive, multi-channel strategy.” a
The key many are finding is to look at it as a part of an overall marketing strategy, not the end-all of it.
Sam Taylor of Best Buy said that “Our SEM effort has been very profitable because we manage it as part of an overall online advertising portfolio and because of our strong brand, which we build through multi-channel national advertising and in-store service.”
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This is what I talked about on the very first post that I wrote concerning online marketing for anyone: SEO is not the holy grail of online success, but a part of an overall strategy that must be diverse and reaching out through a variety of means. Always consider this in how you are marketing online.
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