November 17th, 2011

After seeing Q3 reports for online advertising, Pink Floyd may want to revise their Dark Side of the Moon hit. Just when you thought it couldn’t get any bigger, total search spend increased by 7.2%. Even more impressive, in the midst of the Great Stagnation, retailers increased their search advertising budgets by 22% according to a report conducted by IgnitionOne.com.

It seems like not an hour goes by, much less a day, that you don’t hear something about the wonders of online video or the power of Social Media. While these are certainly great channels and an interesting part of the marketing mix, if you want to know what really works and delivers results to the bottom line then just follow the Money. In the midst of a lousy economy and declining overall advertising budgets, search advertising budgets are expected to grow between 12% and 15% in Q4. Why? Because if you need to find a way to cut through the clutter of the 4,000 ads each and every one of us sees every day, search remains the most scalable example of Meaningful Marketing. Being able to engage the consumer at the Zero Moment of Truth, that moment that they declare intent and interest, and to invite them to take a look at the information or offer that may satisfy their need allows the Marketer to operate lower down the purchase funnel and drive greater ROI.

In fact, the only real issues with search are that it operates as a virtual monopoly, with Google taking nearly 82% of the market, and offers little in the way of the brand building opportunities that are critical to the long term brand equity growth of a marketer.

Here at Shopximity we are determined not to Fritter and Waste the Hours in an Offhand Way. We’re busy harnessing the power of search to create new opportunities for advertisers to connect with consumers at the exact moment that they express intent while simultaneously creating new branding opportunities. It’s only a matter of Time before you can see this for yourself.

 

Graph taken from IAB Internet Advertising Revenue 2011 Half Year Report