Washing Post Digital Ad Center

November 02 2009

Branding Matters: Where Retailers Get Their Traffic

Paid search has become an automatic buy, and certainly is a necessary part of the marketing mix—but should you put all your eggs in the search basket?

New Nielsen research (as reported in AdAge) looked at retailers’ Web sites and the source of traffic. An average of 61% of traffic to these sites comes from direct navigation, usually a user typing in the site address directly into the browser. Less than 10% comes from search.

So users are shopping by brand. Their past experience and exposure to the brand are critical to driving the direct navigation traffic. That means top-of-the-funnel media campaigns, such as online display, could account for the bulk of traffic to retailer sites.