Today’s MediaPost (reg. req’d) reports on new data from SEM firm 360i, which essentially points out the complex conversion path and symbiotic relationship between paid and unpaid links. This study is a complement to one released in May by the firm that showed the value of branded and generic ads in the purchase cycle.
Both studies show that there are lots of clicks and consumers use branded and non-branded terms, organic and paid links in their process. The “meta-communication” of the research is that marketers must be present at every stage of the buying cycle reflected in search user behavior and must employ a range of strategies to gain consumer awareness and reinforce it.
Another point that both studies make is that marketers give too much credit to the “last click.” I agree. Marketers need to see the entire path online through the “purchase cycle” - really a version of Mr. Toad’s Wild Ride - in order to maximize the efficiency and effectiveness of their online campaigns.
Dave Williams, co-founder of 360i, will be among a panel of other illustrious search marketers that I’m moderating at Search Engine Strategies next week. Here’s the line up:
Both studies show that there are lots of clicks and consumers use branded and non-branded terms, organic and paid links in their process. The “meta-communication” of the research is that marketers must be present at every stage of the buying cycle reflected in search user behavior and must employ a range of strategies to gain consumer awareness and reinforce it.
Another point that both studies make is that marketers give too much credit to the “last click.” I agree. Marketers need to see the entire path online through the “purchase cycle” - really a version of Mr. Toad’s Wild Ride - in order to maximize the efficiency and effectiveness of their online campaigns.
Dave Williams, co-founder of 360i, will be among a panel of other illustrious search marketers that I’m moderating at Search Engine Strategies next week. Here’s the line up:
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