I found an interesting discussion on LinkedIn tonight so I wanted to add it here as well:
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Question: Search Marketing – Fortune or Farce
Let’s talk about some of the most popular ‘hazards’ associated with PPC and organic search marketing. Why do most companies refrain from using these avenues, and why is there an air of uncertainty surrounding this marketing medium, in terms of scalability and ROI. Also, let’s discuss some of the basic reasons for the ‘dotcom demise’ at the dawn of this century. Can the dotcom bubble burst be attributed to Search Marketing avenues?
I’ve recently posted on this topic at the Ephlux blog as well. Feel free to use it as a reference in this discussion. Best replies will also be featured (with contact info) at our blog.
Related Blog Link:
http://blog.ephlux.com/?p=76
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Answer: Bryan Coe: Blackbird e-Solutions
I have to agree with Chris that search marketing was not the culprit that caused the dotcom bubble to burst. The main failure was the poor strategy and execution. Plus, most of them didn’t really have any substantial way of making money. Investors threw money at the dotcom companies based on ideas and promises. When the VCs realized they were not getting returns for their investment. The money dried up.
Unfortunately, since SEM is a relatively new industry and because it isn’t as straight forward as traditional advertising in the sense that you pay for an ad in GQ magazine and you see it next month, people don’t understand. Or traditionally you pay to have 3 months worth of ads in the magazine and they are there every month. Yes, with SEO there is a time lag for results and many people don’t understand this. People expect immediate results. Plus, they don’t understand that search is not a once and done deal. It is something that needs to at least be periodically monitored, because of changes in competition, trends and the all mighty algorithms.
I work with small to medium size businesses and the biggest thing that I see holding companies back from entering this medium is education. They just don’t understand how it works and fear the unknown. It is easier for them to do the old tried and true.
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