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Thursday, July 15, 2004

Text Listings Boost Brand Impact

Buying or optimizing for prominent text listings on search results pages in the hopes of increasing brand impact isn't a fool's errand, concludes an IAB-commissioned study.

It's always been a bit too pat to equate PPC advertising and SEO to direct marketing. There are similarities, but that's not all it is. Are billboards direct marketing? No.

Search combines the prominence of a billboard with ultra-targeting and uber-trackability. It's only a matter of time before the big guys figure it out.

Did somebody say McDonald's?

Someday, you'll see the suddenly-successful purveyor of healthy drive-thru salads' ad when you type the phrase "salads" or "supersize me." But as Zentropy Partners media director Joe Germscheid pointed out in the ClickZ article on this subject, "until the measurement catches up with the marketplace, search may remain a direct-marketer-controlled strategy."

Posted by Andrew Goodman




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