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Digital marketing firm declares paid media dead

Internet Retailer

Instead, Conductor advocates going after free web traffic with an idea called “web presence management” and releases a new product to help retailers do it.

Paid media is dead.

Or that’s what digital marketing firm Conductor says. With the launch today of a new product that helps brands—including e-retailers—manage their reputations across multiple online channels, Conductor hopes to break marketers of their addiction to paid search, co-founder and CEO Seth Besmertnik says.

It may be a tough sell, as the median monthly paid search spend of the 500 leading online retailers in North America is $85,000 according to the newly released Internet Retailer Top 500 Guide.

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