Search, Bigger Means Smaller (B2B Relavant)

I thought the analogy to TV with all the cable channels is not a new one but still very possible. I have actually used this analogy myself when referring to the advertising networks accross the web. This marketplace is so far from maturity in my opinion.

The part of the article most interesting to me is the B2B piece. It drives me crazy when I hear B2B companies say things like, " We can't use the web to drive new business in our industry..." Well guess what Mr., be prepared for the day when a more forward thinking competitor comes by and eats your lunch!!!

Search%3A Bigger Means Smaller:

"By smaller I mean I see search fragmenting into specialized niches. Hypersearch growth is channeling into increasingly more specialty and niche search players and opportunities. Just as three TV networks can't satisfy advertiser demand for inventory, or their need to reach very targeted niche audiences, a small number of generalized search engines can't be all things to all advertisers' marketers' or users."

Behavioral Targeting Study Reveals CPM Lift

Everyone hates the pop up ads and rightfully so... they are annoying. But the pops served through companies that specialize in behavior targeting are producing fantastic results. Why? My answer is execution. Do it right and make the ad relevant and it will work.

Behavioral Targeting Study Reveals CPM Lift:

"Researchers at AOL's Advertising.com found a definitive link between behaviorally targeted online ads and click-through (CTR) and conversion rates. The study, comprising 500 million impressions, examined three separate ad campaigns with the results indicating that users were most responsive to ads that drew upon their online behavior. The company declined to divulge specifics about the advertisers or their business categories. "

Why Won't Local Search Carry Its Weight?

Local search may not be all that effective today based on the way people use search. However, isn't it conceivable that the way people search will change. One of the biggest arguements against local search is that local advertisers are not present. Many local companies will never embrace the web but there are many successful companies that do. I think it is a little too soon to rule this out or call it a failure.

Why Won't Local Search Carry Its Weight?:

"What can the engines do to make this market grow more quickly? They must make lots of changes. They have to build the local databases so I can find all the bike shops in my neighborhood. And they must find a way to drive offline leads to local advertisers."

Search Engine Friendly or Search Friendly?

I happen to agree with the author in particular article. The primary point I come away with here is that agencies have much more of an image focus rather than a focus on results. As a marketer, I do believe there is a happy medium. User experience is key and giving the user what the want in a few clicks as possible almost always yields the best results. Sites can have a very graphically pleasing site while still generating great ROI from their marketing efforts.

Search Engine Friendly or Search Friendly?:

"Search-friendly design doesn't only make Google, Yahoo, MSN Search and Teoma happy. Search-friendly design focuses on user experience. That's a win-win situation. Create a site where visitors can easily find what they're searching for before they arrive%2C via the spider-based search engines. And create a site where they can easily find information after they arrive. All on the same site."