Search engine marketing landscape gets more crowded
November 07, 2003 |
As search engine marketing taps into the marketing zeitgeist, prices for search terms are rising, and this trend will only continue as more marketers jump on the bandwagon.
How important is it to you that search engine marketing (SEM) is essentially a zero-sum game?
Chances are, it’s critically important to your search campaign’s long-term viability. An SEM shakeout has begun, due to the search zero-sum-game landscape. A zero-sum game is defined by a fixed amount of “winnable goods” or resources. What one player wins is therefore lost by all other players.
In paid search, searchers seek information, a product or service, or perhaps the solution to a problem. The marketer who meets that searcher’s need wins. The other marketers don’t get much, if any, benefit from that searcher. That makes the remaining search marketers losers.
Get the full story at ClickZ
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