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Encrypted Search Threat to Marketers

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Published on Aug 14, 2013

http://summit.co.uk
The growth in the quantity of encrypted search is likely to mean a drop in the availability of data to marketers.
In this week's Retail Buzz, we reveal that the proportion of encrypted search has risen from 1-2% to 25-35% in just 18 months.
Dave Trolle, Head of Direct Response at online retail marketing and ecommerce specialist Summit, reports these findings from his search teams.
Recent news headlines about government surveillance in the UK and US, as well as last year's Cookie Law, however, don't appear to have created any significant change in public behaviour, according to Dave Trolle.
There has been speculation that these developments might mean more people turn to private browsing tools, offered by most browsers today.
Dave says, should the proportion of encrypted to unencrypted search reverse then marketers will face big decisions about the models they currently use.
This is Retail Buzz 003.

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