Search Engines Are Key Driver for Websites23 Jan, 2013 By: Doug McPherson
NEW YORK – Which marketing worked best during the holidays? Cross-channel won big, and search engines like Google and Bing drove the traffic, says Experian Marketing Services in its 2012 trends report released last week.
Search and social delivered the most traffic to retailers on Black Friday, while E-mail and affiliates boosted Cyber Monday. Search engines, at 49 percent, took the top spot for search and cross-shopping across retailers was the most common way consumers navigated deals. Shopping and classified sites were second at 16 percent. As for driving traffic, Facebook generated 3.8 percent, Amazon, 1.5 percent and YouTube, 1 percent.
Even though overall sales growth was weak during the holidays compared with last year, visits to websites rose across most product categories. Cyber Monday kept the top ranking for traffic. Visits grew 11 percent year-over-year. Black Friday and Thanksgiving followed with 7-percent and 6-percent growth, respectively.
Amazon.com was No. 1 for website visits, followed by Wal-Mart, BestBuy, Target, JC Penney, Sears, Kohls, Macy's, Toys“R”Us and Kmart. Target, J.C. Penney and Toys R Us all fell in website visits while all others in the top 10 rose.
As for the hottest product marketers, UGGS led the way, followed by Kindle Fire HD, Wii U, Toms Shoes, iPhone 5 cases, Nexus 7, iPod Touch, Furby, Doc McStuffins and Ps3.