These are the three vehicles that have never been so important as it is now. A decade ago when online advertising surged, people started spending on Banners. The usual metric used to be impressions, clicks and CTR. And it never made any sense to any marketer and it is still the same for most of them. But now two vehicle that has truly come up and is doing very well are Search and Mobile. I would keep Social aside for the moment.
Search Vs. Mobile - Search kicked off with the rise of internet penetration in the markets. With time, consumers were more aware, had more choices and they wanted to get the best out of what was available. So that lead to a lot of people doing more searches and search volume soared. With smartphones coming into pictures, that went to another level.
Mobile vs. Social - the first thing people do when they wake up in morning is check their Facebook account and that too on Mobile. Its a proven fact. So, this is definitely catching up and the buzz is right. The challenge for Facebook is how to tap into this opportunity and monetize it.
These all make sense, but what is not clear to me is the buzz about Social. Social alone hasn't proved any beneficial to anyone. And it is the talk of the town at the moment. Everyone wants to know how Social can be used for marketing but seriously no one has figured out a proper way to monetise it for the benefit of marketers.
On the other hand, no one is really talking about Search but its working for direct response clients. On path to purchase search is the first vehicle that is user initiated. That shows the intent of the people who wants to buy. And grabbing at the moment when user is interested in buying, is the best way to convert them into sales.
So, to me Search marketing is still the best and on top compared to Social and Mobile.
Search Vs. Mobile - Search kicked off with the rise of internet penetration in the markets. With time, consumers were more aware, had more choices and they wanted to get the best out of what was available. So that lead to a lot of people doing more searches and search volume soared. With smartphones coming into pictures, that went to another level.
Mobile vs. Social - the first thing people do when they wake up in morning is check their Facebook account and that too on Mobile. Its a proven fact. So, this is definitely catching up and the buzz is right. The challenge for Facebook is how to tap into this opportunity and monetize it.
These all make sense, but what is not clear to me is the buzz about Social. Social alone hasn't proved any beneficial to anyone. And it is the talk of the town at the moment. Everyone wants to know how Social can be used for marketing but seriously no one has figured out a proper way to monetise it for the benefit of marketers.
On the other hand, no one is really talking about Search but its working for direct response clients. On path to purchase search is the first vehicle that is user initiated. That shows the intent of the people who wants to buy. And grabbing at the moment when user is interested in buying, is the best way to convert them into sales.
So, to me Search marketing is still the best and on top compared to Social and Mobile.
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