Welcome to the age of the customer, where customers want to get things faster, better, cheaper and with a higher degree of service. This means a responsive search marketing effort is more important than ever to brands—and retailers, in particular. In June 2014, Google commissioned Forrester Consulting to evaluate the paid search marketing programs of major U.S., British, German, French and Italian retailers. The findings suggest that most companies are unprepared to react to the shifting retail market trends, even though they might think otherwise. To achieve retail success, brands must embrace the belief that a focus on the customer now matters more than any other strategic imperative.

Published
August 2014
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