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Paid search 'needs consumer conversation'
Online advertisers must embrace the increasing power of consumers and listen to what they have to say, according to one industry professional.The rise of social networking sites and consumer-generated content are, for many analysts, changing the demands consumers have of the internet. Online marketing companies must increasingly adopt new strategies to make their mark on potential customers.
Adam Broitman, writing on adotas.com, believes that paid search strategies must use the new, more conversational aspects of the internet to their advantage. This is because changing consumer demands are making automated search matching, with returns of irrelevant results, less acceptable.
"While many of the automated tools on the market provide the search marketer with tremendous value, it is apparent (when analysing a paid search results page) that these tools leave some marketers in a complacent state," he writes on the website.
"The result is that marketers are missing many opportunities and leaving money on the table. This complacent nature can be dangerous. Search is a conversation, and conversations require two parties: a keyword (the query) and either paid or natural results (the answer)," he adds.
This trend towards devising a consumer conversation for effective online advertising has even seen respected marketer Joseph Jeffe announce his new book will be on the subject.
Online Advertising news posted on 01 March 2007
