Lessons From Search Engines for Rich Media Advertisers
Paid search may have immediate sales as prime goal but paid search ads...adwords etc....bring benefits in the form of branding, comsumer research and decision making processes....Organic listings alone do not have the breadth and depth of influence as a combined paid search and organic search optimisation campaign. Concentrate on one only at your peril, your competitors will probably not.What Rich Media Advertisers Can Learn From Search Engines: "Paid search is expected to outpace display advertising by 2010, according to Jupiter Research. The lead analyst on the report says, 'While immediate sales is the top goal for a majority of the marketers who use paid search, the benefits of paid search in branding and purchase decision or research processes will become more evident as well.'
One main reason why search marketing is so effective for advertisers is its locked-in efficiencies. The other, often overlooked (yet painfully obvious) reason for its effectiveness is that search yields an answer to a consumer's question. In other words, it gives people what they're looking for in a purely informational, practical manner.
Creativity is king when it comes to getting noticed, but when it comes to getting heard, it always helps to deliver a message your audience is receptive to. The best way to ensure you're doing that is to look at what your audience is doing. They're searching. Learn from that behavior, and use rich media give them the experience, information, and interactivity that they're looking for -- even if they don't realize it yet."
posted by Jen @ 5:13 AM
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