John Lewis handles paid search work in-house

John Lewis is taking its multi-million-pound paid search account in-house as part of significant investment in digital activity led by its internal online marketing team.

John Lewis

The department store giant has been working with Steak Digital for two years (nma 20 September 2007) and will retain the agency for natural search and consultancy work, but will now directly manage its pay-per-click search account itself.

John Lewis is looking to capitalise on a boom in online sales, as well as manage search more closely using technology from Omniture, as it increases product range on the site.

Last week John Lewis revealed a 13.7% increase in year-on-year sales through johnlewis.com for the first half of 2009, in contrast to a decline in overall sales of 3.1%.

Luke Kingsnorth, development manager in the online marketing team at John Lewis, told new media age, “We like to have things directly managed by us. Although Steak has increased ROI for us, we felt it was time to get a lot closer to what is a big area of our online marketing.

“When we started with Steak we didn’t have the capability to manage it in-house, but that has been a big focus for us subsequently,” he added.

In April new media age revealed John Lewis’s aim to become one of the UK’s leading online fashion retailers as it ramped up fashion products on JohnLewis.com.

Kingsnorth said it was now focusing on social media, including Twitter, with increased activity planned for later in the year.

The move by John Lewis is part of a growing trend. Moneysupermarket and Lastminute.com have both taken their paid search accounts in-house recently, working with technology partner Efficient Frontier.

Rival Debenhams appointed Steak Digital as its paid search agency this month.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here