Reporting live from the 10th annual IRCE in Chicago, MarketingSherpa's Allison Banko sat down with Timothy Seward, Founder and CEO, ROI Revolution, and Victor Yacaman, E-commerce Director, Leonisa, in the MarketingSherpa Media Center. IRCE speakers Seward and Yacaman highlighted how paid search marketing can pay off, especially when consumers are no longer buying on just one device.
57% of consumers in the U.S. are transacting with multiple devices, Seward said, and the need to target consumers more directly with paid search is one tactic e-commerce marketers can leverage.
"When you're a retailer, and you have a Web store, you cannot wait around and wait for shoppers to come to your site. If you want to have high traffic, you want to have brand awareness, and that was paid search for us," Yacaman explained.
Watch the latest interviews from the MarketingSherpa Media Center live at IRCE.