In a recently published article, “Internet usage threatens to overtake television in North America,” it discusses the potential threat of online marketing versus traditional ad media sources such as TV and radio. Well, this is no longer a threat anymore, it’s real.
People are spending a lot more time on the internet than watching TV, which gives online marketers a better opportunity to reach their target market consumers. And its a heck of a lot easier as they are usually just one click away from more information, making a buying decision or even making a purchase. “There are now more than 92 percent of major companies using the net to advertise their goods and their return on investment is far greater than traditional advertising.” This confidence will accelerate spending momentum across all key online ad mediums such as: display ads, paid search, online classified ads and rich media.
Interesting is that these studies and surveys show that radio is losing a lot more interest than TV, and both will eventually lose to the Internet.
It’s estimated that 44 percent of total ad spending by 2011 will be paid advertisements on the major search engines: Google, Yahoo and MSN/Bing, to a whopping amount of $21 billion per year. So it’s no wonder why these search engines are stepping over each other, trying to dominate the virtual world as well as the marketplace. The one (Google?)that becomes the most dominant will also make the most advertising money.
So what will become of the little guy out there? The small marketer. Will it then put an end to they buying ‘keywords’ on Adwords for affiliate ad placements on the search engines? Will small business owners get shoved out of the virtual picture? Well, maybe not, but face the facts. If Toyota decides they want to use the exact same ‘keywords’ that you are using as an affiliate, there is no way you afford to compete, they will simply out bid you. The search engines on the other hand will be laughing “all the way to the bank,” as the cost per clicks will soar on the competition… this similar to the price of gas at the pumps these days.
Even though the cost of clicks may rise, these major search engines will always be required to index relevant sites and include these results on any keyword search. Real professional websites (versus affiliate sites, link farms, or spam sites) will always be in favor, and the sooner these legitimate businesses can get their company money sites built, and most already have, the better for them. As Google is the top search engine out there right now, new websites are continuously getting sand-boxed. As Google isn’t obviously going anywhere, these new websites are willing to do whatever they can to make sure they stay out of their doghouse.
There is a theory that Google is doing something different from the other search engines, that gives some websites more relevance than other similar sites in its index. But no one is quite sure how it’s applied. It was recently discovered that Google places some new sites, “regardless of their status, in a probationary category”, this from a period of six months to up to a year, which allows them enough time to determine how users react to the new site, and who links to it, etc.”
There are some SEO’s that are predicting that Yahoo! and MSN/Bing may eventually adopt similar techniques, primarily to stop irreverent spam sites. This could seriously undermine new campaigns by SEO’s and webmasters, and is a very real possibility. So its recommended to not discount this and launch sites and projects with relevance. The search engine web environment currently is still relatively friendly to new sites, but that will soon certainly become more and more competitive and unforgiving with time, and eventually this wouldn’t matter which search engine filters exist.
Although it really is starting to sound a bit like the “Dot Com era is back”, where big corporations swallowed up and destroyed the little guy, it should hopefully be a little different this time. Back in the 1999/2000 heyday, when the bubble burst, it was because the number of online consumers purchasing goods on the net, didn’t justify the amount of ad spending. There was a severe lack of buyer confidence. But things are different now. A recent study showed that 76 percent of Americans who regularly use the Internet have made some type of purchase online, and 80% of these potential online buyers have responded to an online ad.