SEM: The New “Advertising Crack”
Words of Wisdom: Not What It’s Cracked Up to Be
At the The State Of the Consumer Internet event, Jeff Taylor, CEO of Eons.com and Tributes.com, discussed the ineffectiveness of some online advertising tools such as search engine marketing (SEM) as one avenue for marketers. He called it the “advertising crack,” as a way to reach out and gain new customers quickly using advertisements through keywords and other paid placement.
Go ahead, take a hit and see what immediate results this new addictive drug for some can bring. It may attract volume, but it will be short-lived. You may see a spike where people will hit your site and drive new traffic, only to fall flat quickly. Usually, people are not interested to be further engaged with your product creating deeper relationships with the content and making greater connections using these types of short-lived marketing tactics. One can have lots of traffic, but what is the quality of that traffic that decides to make a new space one’s home, rather than bounce around leaving the site looking for something new. One needs to measure those significant connections, review the important metrics to recognize the interactions with the content, and how people are spreading the word virally to others both online and offline.
Dave Balter, also agrees bringing people naturally to you, as he continues to keep the BzzAgents authentic with their comments in regards to his clients products, as well as enthusiastic to work with them. One bad “Bzz” experience can tarnish it for everyone.
Tradition Has It’s Place in the Digital Space
Marketing your business in the right fashion to not only engage, but retain audiences is important. One can have the best search engine optimization (SEO) strategy in place and utilize some creative SEM campaigns, but in the end, how is one going to keep a person attracted in the long-run? Providing value keeping in mind what others seek – “What’s in it for me” (WIFM), maintaining an authentic voice, staying abreast of the market trends where there are new needs, desires and interests, networking with others face-to-face, virtually testing new approaches to reach others, as well as traditional strategies to market is an opportunity to grow a new business concept.