If I search “Cabernet Sauvignon” after Newsnight tonight, I’m probably hoping to learn more about wine. But if I search the same thing on my way to a friend Saturday afternoon, there’s a good chance I’m looking for a place near me where I can buy a nice bottle.
Which search results are relevant for me doesn’t depend on which device I’m using – with Galaxy Notes, iPad Minis and a range of Touchscreen Ultrabooks on the market, the differences between smartphones, tablets and laptops are vanishing quickly. What matters to me depends on my situation.
According to Google, YouTube is as effective as TV in building awareness for your business. *blinks*… Hard to believe, I know but in this post, I’ll try to outline the features and selling points of video for your search campaigns as well as explain how integrated YouTube videos that can be managed in Google Adwords may be the more efficient move for your client.
YouTube content and visitors are growing at a rate faster than one could possibly comprehend. With over 800 million unique users, it’s a channel opportunity hard to ignore. Using keyword, interest, demographic or topic targeting, we can basically manage TV ads on YouTube the way we would manage our paid search campaigns on Google Adwords, using the variety of various Ad formats at YouTube’s disposal. Move over TV buyers, digital and online is back with more for the media world!
There are more ways to google what you are looking for than speaking your queries, getting results before you finish typing and searching by image. They announced yesterday that Handwrite will now allow you to (good guess) write your search query on your handheld device. The main advantage is that you don’t lose half of your screen to a hit-and-miss keyboard.
Yes, the search box is small. Yes, you can’t handwrite that many words onto a small space. Yes, shorter generic queries are the most expensive and yes, this is will keep those Google dollars rolling in.
So with Easter out the way, consumer’s eyes now look forward to what the summer holds. In fact there are 2 events coming which should have an effect on how consumers behave.
Firstly, the Euros. A footie tournament that captures the public’s interest right up until the point England get knocked out (usually about halfway through the 3 week tournament). The effects past Euros and World Cups had on our clients show us that it usually defers purchase behaviour, although the net effects (i.e.: will it generate or supress overall sales in a year) is typically nil.
Search is such a part of our lives that it’s easy to forget that it has only been with us for a few years, and the list of regular tasks that you default to Search for continues to grow every year. When was the last time that you opened a Yellow Pages? Went into a travel agents? Scanned the classified ads?
Search has always evolved, but probably never more so than in 2012. Google+ will continue its blistering rollout across all Google products and will heavily influence users to stay logged in–providing a more personalised search experience.
This has a number of implications, not least how analytics will lose more and more data to encrypted URLs under Google’s privacy move. Probably the most demanding consequence will be the need for marketers to engage with users, leverage advocates and improve PPC ad visibility in order to compete in an impending click-through war. In this new environment, value and service is likely to prevail over cold discounting.
We will see a greater integration of Search and Display as advertisers recognise the benefits of using Search Marketing to build emotional connections with a brand. The differentiation of bid management software and Demand Side Platforms will therefore blur, as targeting tactics become more synchronised to drive brand consideration and loyalty– which in turn, will lift acquisition.
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