Online Marketing Blog from metrocafe311

Following all the recent buzz about the changing online marketing space, most likely attributed to the economic troubles of the world, it’s important to determine the impact that advancing online channels, like social media, may have on search. With the changing times, the shift will continue to move online in terms of advertiser’s spend, and a huge part of that will be social media. There doesn’t seem to be a need for search marketers to dizzy themselves with worry, but there is a need to recognise how our target audiences are using Search, and that it is in fact becoming more “social.”

The topic has been discussed in great detail by Lee Odden at TopRank’s Online Marketing Blog. He wants us to consider how Search and Social media are connected: “are they two peas in a pod? Complimentary? Or two very distinct channels?” And he’s right in saying that the answer varies, depending on the situation.

While the impact social media has on search depends case-by-case, it is important to revise the way we optimise our search campaigns; because as Odden has pointed out, searchers’ expectations have changed. People are not just searching to find an answer, but searching to find something they can interact with. Online Marketers at Interactive Return have made it a priority to consider interactivity across their online marketing campaigns.  We’ve found it essential to engage the user, even from the time they are given search results (natural or sponsored).

Odden says “The growth and popularity of socially enabling web applications (social bookmarks, news, networking, messaging, publishing & media sharing) drive consumer expectations for social interaction with search even more.” Search marketers must become more “social” beings, if they are not already making attempts to do so.  Searchers will not respond to direct marketing messages that are too formal, and will now expect to get what they need from someone who sounds more like them. It’s likely that you’ve heard this tip in a social media marketing discussion, but don’t let the tip stop there.  Be a “social search marketer.”

So how will these considerations affect your search efforts? Well, seriously consider the “social” aspect of your landing pages, your PPC ads, the usability of your site, the interactivity of your image ad campaigns and the reality of someone searching for your keywords; and chances are, you will found that you could definitely update the way you think about the search process. Consider what is important in social communities, and use that insight to update your content, ads, and so on.

While we have clearly outlined the changing search process, it’s important to remember our target audience and for Interactive Return, that usually means people in Ireland. So, while Odden’s points about the affect of social media are important for us to remember, so is the fact that he writes from the United States. His thoughts can be used as predictions about things to look out for as the online marketing space continues to grow in Ireland; but while its happening, there’s no hard in trying to be a bit more of a “social search marketer.”