Acquisition Versus Retention - New Thoughts On An Old Argument
Mitch Joel from Twist Image provides a new perspective on the retention/acquisition question. According to his blog posting from January, Search (or, in other words, Google) changes the definition of customer acquisition. The new way to look at it - "if you're working on any level of
acquisition in your Marketing efforts (for shame if you're not), and
you're not present on that first page of Search Engine results
(organic, paid or both), I'd argue that you're not really doing
acquisition at all (and your Marketing is a failure)."
You advertise on traditional media (such as radio) in the hope someone hears your spot and acts on it, while on search engines the person who sees your ad is (most likely) already looking for you. His advice - "advertising and marketing budgets need to be shifted (more than ever) to maximizing your search efforts." Use mass advertising as a complement to your search ads and even then, only when you've maxed out your search efforts.
And back to the original question - it's of secondary importance to the possibility of missed opportunity if you ads are not "in their faces when they are searching for you."
You advertise on traditional media (such as radio) in the hope someone hears your spot and acts on it, while on search engines the person who sees your ad is (most likely) already looking for you. His advice - "advertising and marketing budgets need to be shifted (more than ever) to maximizing your search efforts." Use mass advertising as a complement to your search ads and even then, only when you've maxed out your search efforts.
And back to the original question - it's of secondary importance to the possibility of missed opportunity if you ads are not "in their faces when they are searching for you."
Posted by Universal Ad
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