If you are visually impaired or blind, you can visit the PDF version by Pressing CONTROL + ALT + 4
<br /> SEARCH &<br /> PERFORMANCE<br /> MARKETING<br /> July 2011 an internet retailing special report<br /> sponsored by:<br /> 2 INTRODUCTION<br /> 24<br /> Editors' comment<br /> Welcome to the latest in our series of Internet Retailing<br /> supplements. This time around we're looking at search and<br /> performance marketing, and asking just what online and<br /> cross-channel retailers need to do to get themselves found in<br /> an evermore complex and competitive retail market.<br /> The possibilities open to online marketers have changed<br /> enormously as internet retailing has become ever more<br /> diverse. But while consumers and search engines are<br /> changing the way they do business, a recent Forrester<br /> report, which we examine in our strategy section (p24)<br /> suggests that advertisers are still approaching search in the<br /> same way they did five years ago.<br /> That's to say, the <a title="Internet retailing july 2011supp page 1" href="http://viewer.zmags.co.uk/publication/8c63a278?page=1"> SEARCH & PERFORMANCE MARKETING July 2011 </a> <a title="Internet retailing july 2011supp page 2" href="http://viewer.zmags.co.uk/publication/8c63a278?page=2"> 2 INTRODUCTION 24 Editors' comment Welcom</a> <a title="Internet retailing july 2011supp page 3" href="http://viewer.zmags.co.uk/publication/8c63a278?page=3"> CONTENTS 3 20 </a> <a title="Internet retailing july 2011supp page 4" href="http://viewer.zmags.co.uk/publication/8c63a278?page=4"> 4 EXPERT OPINION WHAT NEW OPPORTUNITIES H</a> <a title="Internet retailing july 2011supp page 5" href="http://viewer.zmags.co.uk/publication/8c63a278?page=5"> EXPERT OPINION 5 VELOPMENTS IN MOBILE AND</a> <a title="Internet retailing july 2011supp page 6" href="http://viewer.zmags.co.uk/publication/8c63a278?page=6"> 06 SPONSOR CASE STUDY 10 COMMON MI</a> <a title="Internet retailing july 2011supp page 7" href="http://viewer.zmags.co.uk/publication/8c63a278?page=7"> SPONSOR CASE STUDY 07 4. HAVING POO</a> <a title="Internet retailing july 2011supp page 8" href="http://viewer.zmags.co.uk/publication/8c63a278?page=8"> 08 WEB INTERFACE IT'S ALL ABOUT THE JO</a> <a title="Internet retailing july 2011supp page 9" href="http://viewer.zmags.co.uk/publication/8c63a278?page=9"> WEB INTERFACE 09 gets worse because </a> <a title="Internet retailing july 2011supp page 10" href="http://viewer.zmags.co.uk/publication/8c63a278?page=10"> </a> <a title="Internet retailing july 2011supp page 11" href="http://viewer.zmags.co.uk/publication/8c63a278?page=11"> WEB INTERFACE 11 WHAT THE point in doing </a> <a title="Internet retailing july 2011supp page 12" href="http://viewer.zmags.co.uk/publication/8c63a278?page=12"> 12 MERCHANDISING MAKE IT PERSONAL WI</a> <a title="Internet retailing july 2011supp page 13" href="http://viewer.zmags.co.uk/publication/8c63a278?page=13"> MERCHANDISING 13 WHAT THE “Consumers now </a> <a title="Internet retailing july 2011supp page 14" href="http://viewer.zmags.co.uk/publication/8c63a278?page=14"> </a> <a title="Internet retailing july 2011supp page 15" href="http://viewer.zmags.co.uk/publication/8c63a278?page=15"> MERCHANDISING 15 are around six time</a> <a title="Internet retailing july 2011supp page 16" href="http://viewer.zmags.co.uk/publication/8c63a278?page=16"> 16 CROSS-CHANNEL EXPERIENCE CONSU</a> <a title="Internet retailing july 2011supp page 17" href="http://viewer.zmags.co.uk/publication/8c63a278?page=17"> CROSS-CHANNEL EXPERIENCE 17 WHAT THE M an</a> <a title="Internet retailing july 2011supp page 18" href="http://viewer.zmags.co.uk/publication/8c63a278?page=18"> EHDXW\ EUDQG ,6S\LQFUHDVHG :DWHUVWRQHҋV LQF</a> <a title="Internet retailing july 2011supp page 19" href="http://viewer.zmags.co.uk/publication/8c63a278?page=19"> CROSS-CHANNEL EXPERIENCE 19 COLUMBIA SPOR</a> <a title="Internet retailing july 2011supp page 20" href="http://viewer.zmags.co.uk/publication/8c63a278?page=20"> 20 LOGISTICS MAKE MARKETING </a> <a title="Internet retailing july 2011supp page 21" href="http://viewer.zmags.co.uk/publication/8c63a278?page=21"> LOGISTICS 21 WHAT THE going to take someo</a> <a title="Internet retailing july 2011supp page 22" href="http://viewer.zmags.co.uk/publication/8c63a278?page=22"> Sign up to The UK's BIGGEST event for online & mu</a> <a title="Internet retailing july 2011supp page 23" href="http://viewer.zmags.co.uk/publication/8c63a278?page=23"> LOGISTICS 23 Moving beyond Faceb</a> <a title="Internet retailing july 2011supp page 24" href="http://viewer.zmags.co.uk/publication/8c63a278?page=24"> 24 STRATEGY HOW TO G</a> <a title="Internet retailing july 2011supp page 25" href="http://viewer.zmags.co.uk/publication/8c63a278?page=25"> STRATEGY 25 TODAY</a> <a title="Internet retailing july 2011supp page 26" href="http://viewer.zmags.co.uk/publication/8c63a278?page=26"> 26 STRATEGY WHAT THE be expected for ever</a> <a title="Internet retailing july 2011supp page 27" href="http://viewer.zmags.co.uk/publication/8c63a278?page=27"> CASE STUDY 27 THE PRISMASTAR PRODUCT SELEC</a> <a title="Internet retailing july 2011supp page 28" href="http://viewer.zmags.co.uk/publication/8c63a278?page=28"> 28 CUSTOMER ENGAGEMENT SEARCHING </a> <a title="Internet retailing july 2011supp page 29" href="http://viewer.zmags.co.uk/publication/8c63a278?page=29"> CUSTOMER ENGAGEMENT 29 N ot for the first t</a> <a title="Internet retailing july 2011supp page 30" href="http://viewer.zmags.co.uk/publication/8c63a278?page=30"> 30 CUSTOMER ENGAGEMENT WHAT THE sales, etc</a> <a title="Internet retailing july 2011supp page 31" href="http://viewer.zmags.co.uk/publication/8c63a278?page=31"> CONCLUSION 31 I n retail, online search is a</a> <a title="Internet retailing july 2011supp page 32" href="http://viewer.zmags.co.uk/publication/8c63a278?page=32"> </a>