Industry News
Posted on 05/06/2006
Marketers should adopt digital tools
Marketers should become more responsive to digital tools in order to get their message across, an industry expert has urged.
Danny Sullivan, editor-in-chief of the SearchEngineWatch.com, told the Search Engine Strategies conference that search engines and other digital tools were "essential" and a "fundamental marketing medium".
"Search is not some experimental thing; it"s a fundamental marketing medium now. It"s essential," said Mr Sullivan. However, he warned that "too many marketers still talk about search as a discretionary add-on".
His comments come as a survey for the Online Marketing Show indicates that budgets for online advertising have doubled in the past year and now surpass radio expenditure.
Not only is spending online increasing in importance, but the internet can be used to target consumers better through "reverse broadcasting", Mr Sullivan claims.
This is through the fact that users will use the internet to broadcast what exactly they are looking for, which can inform companies as to what exactly a consumer wants.
By receiving search engine results and using other online tools, Mr Sullivan believes that companies can create a "supremely efficient" device to find customer needs and target their marketing.
© Adfero LtdPosted on 05/06/2006
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