Remember when we used to actually watch commercials? As an experiment sometime, take an extra few minutes to not skip the commercials of your favorite TV show. You might be surprised by how many are not relevant to you.
Search engines have raised our expectations. When I enter a search into Google, I expect results to be relevant to me. I’m not the person who does the grocery shopping in my family– so the ads for dish soap are wasted on me.
This may sound simplistic, but it illustrates the challenge of marketing today: all too often, advertisements just aren’t relevant to the user. Marketers, and especially search engine marketers, have the mandate to use the power of the internet to more precisely answer the questions our audience has — even when they aren’t sure how to ask.
Meeting this challenge is easier when you remember that when it comes to search engine marketing, users are “hand-raisers.” They’re telling you what they want. The more you listen, the more you will learn from them.
The subsequent posts of this blog will focus on some of the nitty-gritty details of online marketing with Omniture, especially search engine marketing, and how to take these marketing tactics to the next level of effectiveness.