EMarketer: Searching for New Customers in the Recession?
Am I preaching to the choir when I say that search marketing - especially high visibility in organic - are the way to reach the low hanging fruit during the recession? Recession or not I have believe that fruit that is ripe and about to hit the ground is the stuff that searchers readily find and then eat (ie purchase). And the fruit that is not quite ripe is just primed for searchers to squeeze (ie - doing a little research).
Emarketer's latest report on search and customers provides some backup to my way of thinking, and that of my companies experience with B2B and B2C clients over the years. Here is a blurb from the report:
"It makes sense when you think about it. As tough times force many customers to buy less—and to be pickier about what they do buy—search is becoming ever more important to marketers.....Search is the ultimate online acquisition tool, and therefore is positioned to do relatively well in this economy.”
And my favorite straight forward way of saying it: “Customers are going to search engines because they are looking for better deals,” says Mr. Hallerman, eMarketer senior analyst and author of the new report, Search Marketing Trends: Back to Basics. “And marketers are going to search engines because that’s where the customers are.”
I gleam a lot from the Emarketer Daily Briefing on Digital Marketing and Media Trends and suggest to all they get the RSS or daily email.