Gartner for Marketers Research

Insight Report February 22, 2019

Beauty U.S.: Defining Search Lanes With Retail Partners

Search is the digital marketing lever du jour, and traffic from search engine marketing (SEM) efforts accounts for the highest share of paid traffic to Index brand sites. However, in a saturated beauty market where brands and retailers are both pouring dollars into search, new challenges exist in defining owned versus retail partner search lanes to maximize visibility. While legal guidelines prohibit explicit coordination, winning brands leverage rich educational content, craft differentiated assortments by channel and focus on supporting newly launched products rather than hero SKUs.

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