Thursday, May 24, 2007

Search is not everything, says Google

Ok, they didn't really say "Search is not everything" but the implication is there. Why else would I run into a banner ad from Google trying to sell me on Google analytics? In the toolkit of tactics to use in online marketing, search gets a whole lot of attention because it's very effective and efficient. Its most critical weakness is reach.

You just can't run a search campaign if no one knows about your product. Also a serious problem is if people rarely search for related topics to your product. In those situations, you can't rely on search to do much legwork. You need to do stuff like banner advertising.

If Google is doing it, you can bet it's a good idea. And that's been your daily online marketing tip (daily tip does not represent any actual promise of daily deliver of tips, your consumption of the daily tip acknowledges your understanding and waives any rights or expectations)

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