MediaWhiz’s search marketing experts share their wisdom in a new white paper
The search marketing landscape has changed dramatically in recent years. Gone are the days of a walled garden between a company’s organic and paid search programs and the rest of its online marketing strategy. Now, there is a recognition by marketers that search, like any form of marketing, must be engaged in a holistic, interconnected manner. It must create measurable results that tie into the whole of a company’s marketing campaign, rather than being off in its own universe.
With that in mind, MediaWhiz has collected the best of its insight and perspective on search marketing for a new, informative white paper, which we unveiled this week in the eMarketer newsletter. It presents 10 new ideas for enhancing your brand’s search strategy. Each comes from MediaWhiz’s stable of search marketing experts. Each represents a new way of thinking about online search and an innovative way to grow your business.
Learn five trends for navigating the modern search landscape. Explore how your brand can convert online traffic into franchise foot traffic. Discover how to incorporate Quality Score into your brand’s search campaign. All that and more can be found in MediaWhiz’s new white paper, “10 New Ideas for Enhancing Your Brand’s Search Strategy.”
Because with the marketer’s world showing no signs of getting any easier, we could all use a little advice from the experts.
Below is an excerpt from MediaWhiz’s new search marketing white paper.
Five Trends for Navigating the Modern Search Landscape
- Search is not just for online retailers; it’s for everyone. Online searches influence offline purchases. Forrester Research estimates that more than $1.1 trillion of retail sales in 2011 were “Web-influenced” versus $173 billion actual online sales. This is especially true for considered purchases such as autos, financial services, education, furniture, etc. For example, JD Power estimates 90 percent of potential car purchasers research their purchase online before going to a dealer.
- Search means more than Google. It is important to diversify your company’s paid search (PPC) efforts. Google attracts the majority of paid search but Bing and Yahoo are gaining share. Similarly, Facebook appears intent on charging into the search market. But search audiences at Bing and Yahoo differ from Google. In 2010, click-through rates for small and medium-sized businesses grew 109 percent for Bing, 123 percent for Yahoo, but only 32 percent for Google. As Facebook emerges, targeting and response rates will likely vary from the other providers. Search success will require the ability to manage all four platforms successfully.
- Local and mobile search will explode. Local results are increasingly dominating search results pages. Businesses must maintain local registrations with the search engines to ensure presence in local search results, maps and geolocation queries. Segmenting customers through geotargeting with paid search also helps focus the right ads to the right customers. Use of mobile devices to conduct searches is exploding. Search on Android devices grew 300 percent in the first half of 2010. Like registering your locations, configuring your website for mobile compatibility is paramount.
Want more insight like this? Download the new MediaWhiz white paper, “10 New Ideas for Enhancing Your Brand’s Search Strategy.”