Smart cars. Smart utility meters. Smart homes. There’s almost nothing that will be untouched by the potential of intelligent technology. The ability to transform search engine marketing is no exception. Intelligent advertising is here, and it’s likely here to stay as consumers respond to the personalized nature of the ads.
The problem with search
What was once an intriguing wonderland of information, the internet has now become an overwhelming space where consumers switch into passive mode to receive information. And the process is overwhelming. It’s too much information and not enough of the right information.
Instead of empowering consumers, technology is consuming their time and attention, but not in good ways. Alerts, notifications, and other receivers are designed to keep consumers informed and productive, but more often than not, consumers find themselves in a time-suck, instead of increasing productivity and freeing up time.
It’s not surprising, then, that Microsoft released data showing that over 60 percent of consumers are “interested in future technology that automatically filters content or messages so they only see or hear what they need to at any one time.” Further, more than a third of consumers are willing to share personal data with businesses, but with one caveat: the exchange has to lead to improved customer experiences. How can businesses better target their audience with the right messages that won’t distract or detract? Through personalization and context.
What drives success?
Instead of an onslaught of messages, consumers want meaningful messages.
Instead of a haphazard approach to marketing, consumers want relevant experiences.
Personalization of marketing messages and contextual marketing will help drive your brand’s awareness and put you back into the driver’s seat, attracting more of your target audience.
The evidence clearly shows that consumers respond to personalization in a positive way. In fact, a joint study by RedEye and Econsultancy showed that 92 percent of marketers who implemented a personalization strategy reported an uplift in conversion rates. More so, 32 percent of these marketers reported a “major” uplift in conversions. Taking hold of the opportunities that personalization presents isn’t a stab in the dark. It’s a response to what consumers want – and where they’re willing to put their data and their dollars.
Contextual ads also play an important role in marketing success. Consider the location of the consumer, time of day you send the message or ad, and the device to which it’s consumed, and the experience will differ. Understanding your target audience is critical to grounding your strategy in contextualization that works.
With more specific messages, the consumer will have a satisfying, relevant experience and a positive response to your ad or message. Eventually, this response will turn into action, where the consumer will take the next step and purchase from your brand.
Here’s another interesting search engine marketing feature of note: Google paid more than $1 billion in 2013 to Apple for the sole identity as the default for Safari search. That’s because 75 percent of Google’s mobile search revenue is directed by Apple devices. With iPhones and iPads playing such a dominant role in consumers’ search behaviors, businesses are wise to realize where their ad dollars should go and who is doing the searching on various platforms and mobile devices.
The final factor that will dictate your brand’s success, consumers want businesses to provide tools that help them manage the information flow and control the information deluge. In turn, they will reward those brands with their loyalty and their business.
If your business wants to look into the near future, it’s all about intelligent search engine marketing. By implementing personalization and contextual advertising, your “smart” brand will win friends and influence consumers to your side, where information makes more sense.