Search engine marketing (SEM) is a rapidly changing field rife with opportunities, but it takes expertise and experience to run optimal interactive advertising campaigns. When engaging in digital advertising, such as paid search, display media, social media advertising and remarketing, it's extremely important that your efforts are backed by knowledge and strategy. Here, our SEM experts provide the tips and information you can use to improve your campaigns, and your ROI. To stay up to date on our search engine marketing blog, subscribe to our feed.
Search Engine Marketing is the Next Frontier for Consumer Package Goods Companies
A recent eMarketer article highlights the emergence of an under-recognized trend in search engine query behavior. Consumers are increasingly using search engines to find and purchase consumer package goods. No trip to the store required, search engines are becoming the most-frequented direct-line to consumer package goods for many Americans. Sixty-seven percent of the participants in the cited survey reported search engines as their number one means of finding consumer package goods online (eMarketer, December 29, 2006). And these survey results don’t just include people who are searching for clothing and other products that are more typically associated with online research and shopping. Instead, the survey results show that food, personal care items, and cleaning products, are high on consumers’ lists of products they find via search engines.
So what does this mean for consumer package goods companies and their advertising dollars? Search Engine Marketing is the key to reaching your customers online. Consumer package goods companies need to start invigorating their advertising strategies and budgets with more search engine marketing. And as these search behaviors increase over time, advertising online via search engine marketing will increase consumer package goods companies’ visibility and ensure they are reaching these consumers right from the start.
As of yet, this trend in consumer behavior isn’t being sufficiently recognized by the consumer package goods industry. While many industry leaders as diverse as Colgate and Gap Corporation are utilizing search engine marketing as a means to drive sales, most others aren’t reacting as quickly. It is estimated that only 1% of the overall 2006 advertising spend of U.S. consumer package goods companies was devoted to search engine marketing (eMarketer, December 29, 2006). For an industry so large and far-reaching, this lack of emphasis on search engine marketing as a heavily used advertising strategy is a hindrance to growth — the consumer package goods industry would be best advised to stay ahead of the consumer-behavior trend and engage in search engine marketing as a way to capture its evolving customer base.
Ever since Search Engine Marketing (SEM) became such a necessity in the e-commerce world, there have been thousands of articles written about the practical aspects of SEM and ways to bring more traffic to your site. Most of these articles touch the dry facts regarding conversions, costs and results.
Now, that the holiday’s hustle and bustles all behind us, it ‘s the best time to rethink your marketing methods and turn to your emotional side. All purchases are made out of emotion, our consumption behavior is emotion driven-it’s a psychological fact. Let’s use those emotions to show your web site how much you love it! When you love it, most likely your customers will too! Treat your site with emotion and make it so easy to fall in love with!
If your web site offers what the customer is looking for, while delivering a positive experience and a user friendly attitude, it will leave a favorable taste in the client’s mouth and they will come back for more.
One strategy is to create a high level of involvement among your regular site visitors by creating direct communication and even personal communication with your visitors. A “blog” where you address your visitors or a forum where your visitors are communicating amongst themselves can be effective.
Try to avoid annoying problems like broken links, offering products that are unavailable, etc. Navigation through your site should be easy and clear. Any negative experience will be remembered by your visitors and inhibit them from returning. Make it a habit to visit your site on a regular basis. Click through all the links and make sure your site is running smoothly. This way, if there are any glitches, you will be the first person to see them.
Work on building trust; make sure your contact information is easy to find. Though you do not have to identify yourself; people do like to buy from a trusted source.
Remember-what usually brings a visitor back to a site is the level of curiosity / interest that you were able to produce with the visitor. Treat your web site with love and watch your customers fall in love with it!
I have been employed at MoreVisibility for one year and it has taken that same amount of time to explain to my parents what I do for a living. They finally get it. At first they thought I was building websites, which took about 3 months to convince them otherwise. In trying to explain internet marketing and search engine optimization to two 70 year olds, there was bit of frustration. However, they are both somewhat computer literate; my father looks up stock market information; my mother shops at her favorite online stores.
After our holiday dinner last week, my father stood up from the table and said “come look at this”. He was referring to a trip itinerary of a recently booked tour to China. I asked how he did the research and he said he just typed “cheap tours” into Yahoo! and clicked the first few listed websites (sponsored listings) that appeared. He now uses the same website to book all of his tours since his first online experience was so wonderful.
My 70 year old father may have just paid in full for the monthly PPC spend of your website. My parents booked a tour to China and a tour to Europe and you just made your money back from your initial investment. And to think that it was MY parents!