Search News: Recession Means Research, Research Means Repetition
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Written By Noah Mallin | December 15, 2008 | Share This
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So we are in a recession right? Belt tightening is rampant, we all know someone who has been laid off, and New York’s governor is proposing a special tax on soft drinks. Soft drinks, people! But I digress.
The recession should have an interesting impact on the Search Engine marketing world as people’s behaviors start to change. Initial fears that people would sacrifice their online connectivity to save money have been proven to be unfounded as a recent survey suggests that there are a whole host of things, including sex and television, that people would rather go without. Of course the Internet can deliver both of those stimuli to your hard drive so I can see the sad logic.
What all the money mishegoss is likely to lead to is a consumer that is more interested in research before they plunk down their hard-earned bread. Let’s unpack that word for a second: re-search. In the act of gathering data it’s likely that people will search more than once to find the best deal for their budget.
Some click throughs won’t necessarily lead to a desired action right away. For marketers, the cumulative effect of dominate the right keywords is going to become more important - any one of those follow-up searchers could be the one that’s decisive.
The other side of this is that the cumulative effect of seeing an ad each time a user searchers for relevant information ought not to be discounted. We take for granted the effect of ad repetition on other offline platforms like television, radio and print. Just because we can measure search advertising in a different way doesn’t mean that these old rules don’t also apply to a newer platform.
What do you think?
I’m on Twitter at @nmallin.
Topics: Advertising: Online, SEM: Keyword Generation, SEM: Paid Search, Search: How-To, Search: News |
Research is important, always was and always will be… Google has introduced a lot of tools to make it easier and make the process much more “efficient”
No more excuses for marketers being lazy.. There is plenty of opportunities to be had — just gotta sit down and get to work.. Creativity goes a long way too.
Mike
http://www.wannadevelop.com/
I think we’re already seeing this trend. I’ve noticed ads in search engines getting bigger, more numerous and more targeted. So someone’s catching on.
Now if I could only find a way to monetize all the desperate people who somehow find my blog by googling “Ryan Lochte Naked”, I wouldn’t worry about a recession.