E-commerce Insights: Multichannel Planning Is a Complex Endeavor

Just as catalogers mail their most recent buyers, online retailers should buy search clicks on brand terms. They’re low-cost and high-converting, although the resulting sales largely are non-incremental. While you receive lower efficiency on nonbrand paid search ads — you need to pay a greater share of revenue in advertising — more of these orders are incremental, capturing marketshare from competition.