In my ongoing quest to figure out why Canadian companies are so far behind when it comes to e-commerce, I came across this interesting research study (see table, below).
What particularly surprised me is that only 17% said they spend money on search engine marketing (and only 19% on paid search). Yet we know that when it comes to buying online, most people start with search engine queries.
More spend money on banner advertising. I see the value of banner ads from a brand-building perspective, but if you actually want to generate sales, search engine optimization (SEO) and search engine marketing (SEM) is typically much more effective.
I wonder if this lack of investment in SEO / SEM is due to:
- lack of awareness of the value of search engine marketing strategies and tactics
- better sales efforts by those selling the other types of advertising