Girish Viswanathan
Search Advertising – The New Marketing Mantra
Search Advertising also known as Search Engine Marketing (SEM), is a totally unique medium for attracting new customers. It is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search engine advertising services, advertisements can also be placed on Web pages with other published content. It is a multi-billion dollar industry. Advertising on Google, Yahoo and MSN gives you a total reach of roughly 86.4% of all Internet users. With such a broad reach, Search Advertising is one of the most extensible forms of advertising available, with added benefits that other forms of advertising are lacking.
In Search Advertising advertisers pay the website owner for clicks on their ads. There are two major types of Search Advertising: Sponsored Search and Content Placement Targeting. (more…)
Evolution: The General Store to the Individualized Shopper
The retail industry has seen a major transformation since its evolution. Tracing back to the 18th century where the concept of retail was limited to a “general store” the industry has now grown to the concept of the “individualized shopper.” Initially, the power lay with the merchants, then it was shifted to “brands” and then to “big-box chain stores.” Today the power has shifted squarely to the consumer. This new consumer is empowered – primarily through online and social channels – with nearly limitless options on their path to purchase. The industry is beginning to recognize that the experience they offer, whether in store or online, must be centered on this new consumer reality. (more…)
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