Push marketing weakening as pull marketing ascends online
As search marketing continues to evolve one of the next trends will reflect an increased understanding of where and how people search the web for products, and that will be reflected in where marketers buy search terms, search marketing firm iProspect.com Inc. CEO Frederick Marckini tells InternetRetailer.com. “Interruption marketing is declining and pull marketing is triumphing. A coming trend is a shift from a push marketing world to a pull marketing world in which consumers go out to search for a product in a way not possible before the Internet,” says Marckini.
One effect of that developing trend is that paid search distribution will expand beyond current search engines to what are now defined as content portals; for example, automotive information sites that provide content on cars. In the same way that a search for books launched on Amazon suggests greater book-buying intent than a search for books launched on Google, visitors to specific content portals may signal greater intent. As a result, the content portals can produce a much higher degree of product search relevancy than a mass-market search interface can, Marckini says.
“The power of a brand combined with a restriction of the body of documents that can be searched in a content portal will produce a much more specific result,” Marckini adds. “Google and Yahoo are hamstrung by the fact that anyone can search for anything on them.”
For that reason, Marckini says, Google and other search engines may in the future form partnerships to provide site search on content portals in exchange for being able to serve ads, with ad prices varying by location. “We already see that shopping search engines can command a premium, because if it is a shopping engine, you know you are dealing with a buyer,” says Marckini. “Search engine marketers will have to begin to measure not just how people search, but where they search for different things, then adjust and optimize search marketing budgets across the right mix of properties.”
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