Online marketers are busy mapping that magical space where overlap between real life and internet is at its most poignant. Where else would they be looking than where real people are actually s p e l l i n g out what they are planning to buy - searches on web?
Every online marketer does it. Buying keywords like crazy. But that is just about how much you hear when you try to focus on this area of internet marketing. It's a wild goose chase and it's unlikely a method will materialize in any recognizable form until dust has settled. If it ever will.
The keyword business is about most competitive business transacted over web, so -as with most of information on web related business- it's unlikely you will come across any lengthy piece with a comprehensive overview of what's going on where.
It's somewhat ironic that it's live and learn because in theory, marketing community should be in its walhalla with arrival of internet. Hasn't it been marketing dream for centuries to get to stage where a potential customer takes an action? At end of a marketing ploy, in offline terms it's called hit, transaction, sale, closing deal.
The specifics of keyword buying may be intransparent, but slowly more information is being gathered about process of online buying. It is striking that this is not exactly a reversal, from offline process, but slightly. From beginning onward, marketer can count on a lot more commitment from his potential customer simply because targeting is so much more specific if process kicks off with customer's action.
Keyword marketing is much more powerful compared to offline marketing techniques, simply because it is customer's actions that set off spiral.
To forego keyword search as a marketer means you miss out one vital element in communication cycle your client goes through before purchasing a product. Inefficient marketing was mainly issue leading to demise of dotcom sector earlier on and, having learnt their lesson hard way, marketers are now finding out more about what customers really want before launching campaigns. From customer's own words. Sounds great in theory. In practice, landscape is bewildering to say least.
Having rights to certain keywords means you are dominating results that search engines will present to people who type in those words. What is so great about this is that unlike in real world, online marketers have way more insight into what makes people buy. Because they have access to what actions customers take even before they would be onto them had they been in offline world.
Mountains of gold on horizon. But sector is still showing a lot of vulnerability and online marketing is in dire need of improvement simply because phenomenon is so new. The big advantage to customers is that people can find what they are looking for faster and more efficiently than on any other medium. But still gap between what customers are specifically looking on web for and what they are offered is considerable.
Customers are too often puzzled, searching a product on web and finding lists of items with brands totally alien to them. If an online campaign is not backed by offline action, its chance of survival will drop dramatically. Many product campaigns are faltering because adverts are simply being thrown in a surfer's face in irrelevant contexts, they are annoying or ill timed.