Benefits of Search Engine Marketing

You've heard the hype about SEM being the next great marketing medium, but you're not yet convinced. Read on. 

Here are the key justifications for adding SEM to the marketing mix:

• Search is one of the most popular mediums
  If your audience is on the Internet, they're using search. Find out some key stats on search engine use.
• Search delivers a targeted message to an active audience
  SEM connects potential buyers directly with your company, making it a highly effective form of marketing. Learn why it trumps other traditional media in efficacy.
• Search has the lowest cost per customer acquisition
  SEM enables marketers to demonstrate ROI and achieve cost effectiveness. Compare acquisition costs across marketing mediums.

• Every day, the search engines and directories average 300-500 MILLION SEARCHERS – Seasonal search traffic can peak at double that number and the growth continues. (multiple sources)
• According to Nielson/Net Ratings, the number of searches in the US is more than 183 million per day.
• In 2004, marketers spent over 3 billion on paid search engine advertising and many millions more on other supplementary SEM and SEO initiatives according to Piper Jaffray, SEMPO and other sources.
• Search Engines are the top online method used by consumers to research a product for purchase 41% (Doubleclick). 81 percent of Internet users find the Web sites they're looking for through search engines. (Jupiter)

Targeting and User Participation in Various Media

There are many different mediums for marketers to reach potential customers. Some enable a high or low level of targeting and either active or passive user participation.

The table to the right categorizes these media into both their level of targeting and their user participation. As this image illustrates, search marketing is differentiated in that it is highly targeted to a specific audience and the user’s participation is high because the consumer is actively looking for the specific product or service.

Therefore, search marketing enables you to more effectively target your message to potential clients than traditional mediums. 

Acquisition Costs in Direct Marketing Mediums