Online Ad Spending Steady While Holiday Sales Are Not
NEW YORK There are plenty of shoppers online. The only problem is they’re not pulling the trigger on purchases. Still, marketers are doing their best to coax them, particularly though direct response methods like search ads.
“Marketers have constraints,” said John McAteer, retail director at Google. “They’ve already allocated money for the inventory. There’s fixed capital on shelves. The only lever they have is marketing.”
For that reason, spending on online marketing is holding steady. SearchIgnite, a provider of search marketing management tools, said search spending from retailers rose 33 percent over the first half of the fourth quarter.
“The performance online pieces are marketers’ highest ROI right now and that’s where they want to invest money because that’s where they’re moving inventory,” said Roger Barnette, president of SeachIgnite.
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