where search engine marketing excels
MediaPost Advertising & Media Directory: " Wolf's comments a step further, she hit on three points where search engine marketing excels:Exposure - Engagement
First, consider engagement. It's a given that online media are interactive, so some engagement is implicit. Search goes a few steps further. Reading a newspaper article online is still largely a passive activity. Search is 100 percent active. Nothing happens until the user initiates the process, considers the results, and then follows through by interacting with the most relevant listing. Natural and paid listings both hinge on relevance so that the user remains engaged. That's why Google nixes underperforming advertisements.
Interruption - Permission
Then there's permission. Mass media advertising continues to focus on interruption. Any respectable direct mail and e-mail marketing campaign score through the roof on permission (the objective word being 'respectable,' remember). Search still holds its own, though in an interesting way.
Compare search to television, for example. With TV, the user implicitly gives permission, but the advertising interrupts. With search, there's the same level of permission, but there's zero interruption. The ads are seamlessly integrated into the experience. Even other forms of traditional direct marketing require a degree of interruption, and on further thought, search may be the only medium where there is a level of permission without any interruption. With search, the user says, 'I'll accept the advertising, so long as it doesn't interrupt me, and it's relevant to what I'm doing.' Ms. Wolf, search is the embodiment of the future you described.
Broadcasting - Customization
The third part of the trilogy also applies to search. The only ads that display during search are those customized to the u"
posted by Jen @ 2:37 PM
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