Finding a Cost Effective Solution for Search Marketing
October 30, 2012
In the Marketing Week post, “The Digital Path to Purchase,” Michael Barnett discusses budgetary considerations companies should keep in mind as mobile and social media trends continue to dominate search strategies and search technology developments. Barnett explains that marketers are continuing to see the importance of understanding the wide variety of journeys that consumers take toward making a purchase. The integration of search and social is discussed:
One marketing manager from a professional services company says in answer to the survey: ‘The continued integration of search and social has to have an effect. Which social networks have the greatest influence remains to be seen. I think it will depend on their willingness to co-operate with each other, or more specifically with Google and Microsoft – but mainly Google.’ At present, content shared on social networks probably does not rank as highly as it naturally would in search results, since some search engines are restricted from crawling certain social sites.
In the same survey, three quarters of respondents claimed their search budgets they work with have increased in the past year. However, only 21 percent say search marketing is very effective. One industry leader in search is Fabasoft Mindbreeze. If you are looking for an integrated social and search solution to boost marketing efforts, consider taking advantage of the no obligation free trial InSite demo to test the enhanced finding experience for your Web site. InSite illuminates all of your information, from documents and emails to social networking channels.
Philip West, October 30, 2012