I recently got into a spirited debate with a friend and colleague of mine after he had written a blog post about an experience he had with a client. He was upset with the amount of effort and money that his client had poured into Google Adwords. He went on to write that his client had been oversold on the online advertising and that he should be putting more money and effort into his Search Engine Optimization. He went on to depict online advertising as a drug like heroin. This is where I took issue with him.
For those you that may not know, there are 2 forms of results on search engines.
- Paid advertising, which are generally the top 3 results and the 8 down the right hand side of the screen.
- Organic results, which are non-paid and the rest of the results on the page.
My belief is that they should both work together if search advertising is right for your business. For instance, if you provide a service that people are searching for and researching, then search is a good place for you to be. The benefits of advertising are that you are able to control your own destiny. If you bid correctly and have the right keywords, you will show up in that search. With search engine optimization, your results can vary with the algorithms that run search engines. Despite how good any providers says they are, they cannot guarantee that you will be in the top searches. You may hear these claims, but please be cautious of this.
But what if your business is not something people are searching for? For example, if I need to buy socks, I am not going to do a search for them. It has been my experience that some companies invest in search when it is not right for their business. This is where display advertising (graphic & text ads in content), video and social media can help your customers find you.
The point is buyer beware. Don’t just jump on the newest thing because it is new. Do your research and find out where your customers are online. Digital and mobile advertising are where the eyeballs and ears are at now. It is worth the investment, but find out what the industry standards and best practices are for your line of business. I have made it my commitment to do what is right for my clients, whether it be digital or traditional. If you have any questions, please let us know.
Although the introduction of the Samsung Galaxy 4 was the reason to write this article, this AdWeek piece is really about mobile marketing and the future we face. While there are still a number of feature/flip phones in the market, each time a new Samsung/HTC/Motorola/Google/iPhone is released, more and more consumers are picking up this type of phone. And even with the old timers that complain about all the features these phones have and the “all I want is a phone” complaints, these customers end up using the other features, including email and searching for businesses.
So how is your business, whether you own the business or work there, positioned for this marketing? When customers are searching for a product or service on their mobile device, are you going to be in the mix? While there have been so many innovations in marketing, including social media and video/audio streaming, mobile marketing will probably have the biggest effect on businesses. If you haven’t started looking into it, today is the day. We hope that we can help.
Project Re:Brief Trailer
I absolutely love advertising and the history of advertising. There are many iconic moments and several of the creative directors from some of these campaigns were brought together in 2011 for what Google dubbed Project Re:Brief. If you have not seen this film and site, it is worth a look. If you remember the Coke “Hilltop” commercial, Alka-Seltzer “I ate the whole thing” or Avis “We Try Harder” campaigns, you will love it. The best part of it is how Google modernizes these campaigns and the reaction of the original creators. It goes to show that there is a lot of new history to be made. Enjoy.
You can watch the entire film here: Project Re:Brief site
The other night, my parents came into town to celebrate my daughter’s birthday. At one point of the evening when the conversation died down, all of us, three generations, found ourselves looking down at our smartphones, including my mother who just gotten hers the week before. In fact, I believe it was her request for help from my daughters that began this conversation.
As this was happening, my daughter looked up and said, “Wow, there was a time when you didn’t have cell phones. That must have been weird!” We have come very far in terms of technology. My father and I have this conversation all the time, with Dad recalling that there was a time when you had to have the operator connect your call and getting the first television in the home.
Growing up with a fascination of media and technology, I have studied the evolution of gadgets and the content that is consumed on them. We are in a digital revolution of content creation and I truly believe we are at a turning point of marketing. With the convergence of media consumption unified over computers, mobile phones, set-top boxes and tablets, there has been no better time to reach your target audience. That is the goal of dabuzz media: To assist our clients in navigating this amazing new opportunity and to be the first to utilize this unique opportunity. Much like the introduction of FM radio and television, this new technology will be met with skepticism and doubt. But, like those technologies this form of marketing will become the new normal. It’s going to be a fun ride.
We look forward to finding solutions to your digital marketing needs. Contact us today to find out more and we look forward to serving you.