Diversify Your Marketing Efforts To Get Maximum Results

by Neha.Grail | 31st January 2011

Google dominates the search engine space – with two-thirds of searches being carried out, this is entirely true, but let’s takes a closer look at this “global” number. Whichever way you slice the search engine pie, both Google and Bing have huge amounts of traffic cutting across every cross-section of user demographic profiles. A third of Google searches are conducted by people overseas i.e. outside the US, whereas its closest competitor, Microsoft’s Bing, has the bulk of its search business concentrated in the US.

So, what should you do to market your products on the internet?

Unless you are the type of company which has a universal marketing denominator of zero, the lowest common denominator, you cannot focus exclusively on Google. It also makes no business sense from a risk perspective to put all your promotional eggs in to one search engine basket. Commercial and marketing sense dictates you must diversify your promotional efforts in order to maximize ROI; your own success will be based upon your target markets and how different search engines are used by users within your own key demographics.

Diversifying your marketing efforts between competing search engines (and other marketing channels) is crucial to overall business success. Pinning all your SEM success upon Google is a very short-term strategy which is not likely to translate into long-term stability and profitability. More than this, ignoring Bing and to a lesser extent, other search engines such as Blekko, means you are cutting yourself off from traffic which can be worth more in conversion rates and hard sales revenues.

Best practice is therefore to look at what each search engine specifically offers and to weight your resources and campaigns accordingly. Given the frequent changes and developments in the search engine space, spreading your concentrated effort is the only effective hedge against the risk of changes in fickle user behavior, and to allow you to be well-placed to take advantage of how your target markets are using the Internet in practice.


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