posted by Adriana
Sandeep Krishnamurth, professor of marketing at UW Bothel published an article (Beware: The Search Advertising Sky is falling”) on iMedia warning on the ineffectiveness of Search Advertising. He didn’t get a lot of support on his claims, in more than one comment his views were discredited with emphatic arguments. But he had a previous article where he criticized Google’s AdSense program which I had found quite poignant (See: Google AdSense report Card).
I’ve been big fan of search advertising, and I HAVE seen the direct results of clicks, to conversions to money and the bottom line is that I always saw a more qualified audience that was more likely to ‘convert’ (or buy) to our services through Search. Why? Because search advertising is a ‘pull’ medium, the customer is already looking for something related to your product/service and all you are doing is paying to be there with a simple text message (a relevant and timely message). And compared to any other form of advertising, Search is cheaper and faster and more effective. The caveat is that it never creates the enough buzz to really reach critical mass because it’s a passive medium. For that you always need the help of other media a more ‘push’ media like TV, or radio, or even just plain old online media advertising.
Now, in this era of web 2.0 ‘push’ advertising seem to be loosing its grounds. People don’t watch TV ads, they don’t click on banners no matter how flashy and contextual they get, and it seems ot me there’s a general resistance to ads. It seems like the only way to ‘get’ to people is to create some buzz so people talk about you and then recommend you to their networks, hence the power of the blogosphere. But boy this is a much more difficult and unpredictable environment. Marketers are used to controlling data and altering response models to maximize media plans and drive more sales ($), but in a world of engagement, conversation and word-of-mouth I can see how many marketers are left scratching their heads.