When marketing budgets are concerned, there are different priorities set by different retailers. However, Apple and Amazon, the two most valuable brands have been banking on search.
When ecommerce is concerned, Amazon is undisputedly the leader. In online sales from the period Nov’ 14 – 15, it ranked over $71 billion, much more than The Home Depot, Macy’s Apple, Walmart, Best Buy, Gap Inc., Target, etc.
The secret of Amazon’s success
It is search that receives lion’s share of the budget of Amazon, according to a content marketing agency that had analyzed the big retailers’ marketing spend. During this time frame, the ecommerce giant is known to have spent about $8 million on Radio and TV alone and on print about $54 million and search being $1.35 billon.
It is only Apply among other retailers and Etsy that had prioritized search to a greater degree. A good amount was spent on outdoor advertising and TV by Apple than Amazon, although 86% of the spend, comprised search. For Etsy, search stood at a much higher percentage at about 91% amounting to $1.39 million and the other digital channels spent with $90,000.
The highest ROI was earned by Etsy. The online marketplace witnessed $1,600 in sales for every $1 spent. Besides this, Etsy along with Amazon and Apple is known to have disproportionately higher SEMrush rankings than others, which means, better organic traffic.
Most having bigger search spends tends to have better SEMrush rankings.
People in general tend to use ad blockers. Investing in search, be it developing the SEO or being paid, requires the entrepreneur to know the type of content to be placed on the web which should appeal the users, thereby boosting SEO. It also requires the entrepreneur to be more considerate and thoughtful about what is wanted by the customer.
The Home Depot and Williams-Sonoma are regarded to be the only exceptions to the rule. 51% of the sales were made by Digital and 57% of marketing budget for former. Around a quarter of the budget is known to go to search, however, higher ranking is not achieved by Williams-Sonoma. But, it is done by The Home Depot, even though it spent just about 11% on search, rather than prioritizing Radio and TV.
Getting to know the marketing spent areas of the big brands can help the smaller ones to follow suit and to achieve success effortlessly.