March 13, 2018

Forrester: Online marketing to rise and search engines to lose ground

Search engines such as Google will lose some of their appeal for shopping as Amazon and other retail websites gain favor and advertiser dollars over the next few years, according to new Forrester report.

Findings in a new Forrester report suggest that retail brands will invest 55% more in online marketing and advertising by 2023, but fewer dollars will go toward traditional search channels like Google. The move signifies a shift in the way consumer shopping habits continue to change. More are headed toward Amazon and retail websites for shopping and toward Google and Bing for answers to questions.

The shift gives Amazon a reason to strengthen its search -- text and voice -- features for organic traffic, as well as its search advertising platform.

Forrester estimates Google’s 78% market-share estimate in 2016 will continue to erode as marketers find other platforms to invest marketing and advertising dollars.

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