Tuesday, November 14, 2006

Search spending is NOT 'advertising'

A recent report from Jupiter Research (written about on eMarketer.com) examines the European online advertising market. Jupiter projects that 49% of online ad spend will be search spend by 2011, rising from the current 41%.

Surely search spend is NOT advertising? Apart from anything else, the figures only look at Pay-Per-Click (PPC) and don't take into account the fact that search spending - from a merchant's point of view - will include money spent on site optimisation and link building campaigns.

The whole point of online marketing is that it should be fully accountable and linked directly to sales. Advertising - to me - is a more general promotional activity.

Lysander Meath Baker
Digivate - Ecommerce website design and online marketing

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