Comments on: Search Marketing for Brands http://www.reactorr.com/blog/index.php/2009/09/search-marketing-for-brands/ Wed, 06 Oct 2010 17:02:48 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Aaron Savage http://www.reactorr.com/blog/index.php/2009/09/search-marketing-for-brands/comment-page-1/#comment-24 Aaron Savage Wed, 30 Sep 2009 12:00:19 +0000 http://www.reactorr.com/blog/?p=100#comment-24 There is also the question of who your customer is to take into account. In general (and this is a sweeping statement but it is backed up by figures), if your product or service is more likely to appeal to less well educated people who perhaps don’t use the Internet professionally then SEM is a good choice. Imagine the kind of user who goes online to maybe do specific things when they need to rather than someone who is completely at home on the Internet and turns to it naturally for answers to everything. They are just looking for something to come up that meets their need and says ‘buy me’. That is a great target customer for SEM. On the other hand if your product or service appeals to graduates and higher educated people then SEO is a much better tool to use. Maybe a better way to look at it is Internet junkies who are jacked into their computers all the time. It works on the idea that smart people look upon it as a badge of honour to find the exact match on the search engine that they are looking for. They are prepared to interact with the search engine and refine their search until they find the one that best suits them and click on that link. That is yr natural search target. So picking SEO over SEM is as much about understanding who your customer and the channels that suit your products as it is about just looking coldly at the channels available. There is also the question of who your customer is to take into account. In general (and this is a sweeping statement but it is backed up by figures), if your product or service is more likely to appeal to less well educated people who perhaps don’t use the Internet professionally then SEM is a good choice.

Imagine the kind of user who goes online to maybe do specific things when they need to rather than someone who is completely at home on the Internet and turns to it naturally for answers to everything. They are just looking for something to come up that meets their need and says ‘buy me’. That is a great target customer for SEM.

On the other hand if your product or service appeals to graduates and higher educated people then SEO is a much better tool to use. Maybe a better way to look at it is Internet junkies who are jacked into their computers all the time. It works on the idea that smart people look upon it as a badge of honour to find the exact match on the search engine that they are looking for. They are prepared to interact with the search engine and refine their search until they find the one that best suits them and click on that link. That is yr natural search target.

So picking SEO over SEM is as much about understanding who your customer and the channels that suit your products as it is about just looking coldly at the channels available.

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