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TMT Editor's Corner
Questions? Ideas? Well, this here is the TMT blog you're reading, so leave us a comment. Oh, and you may also get in touch with me, the TMT Editor, directly by e-mailing editor@talentmanagementtech.com or by giving me a call at 603-925-1160. I'm here to help, after all -- and to make the TMT experience everything it can be for you and your firm.
Even Online Ads Prompt Online Search
by TMT Editor
Is your organization spending money on online advertising? That's not a bad thing, but you should probably invest in search engine marketing for its counterbalancing effect. Potential customers are nearly as likely to see your online ad and then search that ad's contents in a search engine as they are to click on the ad itself.
More than half of Internet users actively respond to online display advertising, finds the Search Engine Marketing and Online Display Advertising Integration Study, research commissioned by iProspect and conducted by Forrester Consulting. In other words, online advertising remains effective. But here's the kicker: According to the same survey of 1,575 adult users of the Internet, the percentage of viewers of online advertising who immediately perform a search of the content seen on the advertising display is nearly as high (27 percent) as the percentage that cuts right to the chase and clicks on the ad (31 percent).
What are the implications? Even if your company is justifiably spending money on online advertising, it's a big mistake to neglect investing in search engine marketing that optimizes for the search engines the many keyword phrases found in your online advertising.
5/19/2009 1:21:00 PM
One important follow-up point: This was a survey, simply, of adult Internet users. Many of them surely are consumers, whereas the potential buying audience for talent management technology is a more sophisticated, B2B customer. It's is very likely that these folks are clicking directly on online ads much less frequently and instead conducting their due diligence by monitoring organic search results on the solutions that interest them.
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