Online marketing 'should target two kinds of shoppers'

26 March 2010 12:41

Marketing agency Greenlight found in its research that the first kind of shopper will expect the search engine to lead them to the product, by typing in generic terms such as 'dress'.

Shoppers in the other category will go directly to well-known brands, in a bid to cut down the time it takes to search.

This supports the evidence that multichannel retailers are more successful.

Other findings included that there were more male-oriented terms used by the group searching with generic terms, suggesting that women are more likely to use product or brand-specific keywords.

However, people were becoming more elaborate with their search terms, possibly because of their awareness of how sites are indexed by search engines.

Hannah Kimuyu, a director at the agency, said: "I think the consumer has not only become more savvy with the types of terms they use whilst searching the internet for retail, but they are certainly more in tune with how to use the internet."

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Online marketing 'should target two kinds of shoppers'

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