Letter: Search is pricing itself out of retailers' reach

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Marketing

19/03/2008

Andrew Walmsley is right: we need to understand the role of search in the marketing mix (Marketing 12 March). But many agency marketers who ‘dismiss’ search are looking beyond it rather than resting on their Luddite laurels.

Search played a pivotal role in UK online sales, rising to £47 billion last year, but it is becoming expensive. We need to create marketing strategies that work with search as a fulfilment mechanism. Social networks have bred a ‘recommendation generation’, and smart marketers are creating brand advocates.

It would be wrong to ignore search, but online retailers need to wake up to the commercial power of social networking.

Chris Tomlinson, head of digital, WAA

 

Read Andrew Walmsley's original article: Agencies dismiss search at their peril




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