Invest in search now to put you a step ahead in 2010.
Depending on your definition of ‘investment’ and ‘return’, search this Holiday is being asked to be as solid as investing in dollars in 2005. And, for most, it will deliver. But search’s ability as an investment vehicle today is struggling, better yet, starving for capital.
Many players have narrowed paid search’s scope and potential because of the need to deliver month-over-month revenue and profit consistency, despite the fact that year over year, search has proven it can be a consistent, star performer. And in better economies, it was used to prod the market because of its unique ability to instantly gauge and measure interest in products, services, messaging, brand positioning, promotions and more.
As we sit here on Cyber Monday during a time of year when experimentation can be disproportionately higher (to capitalize on naturally higher yields), do we run the risk of compromising next year’s opportunities for this year’s demand and profits? The answer is yes. But let’s be sure that we understand the expense implications for next year when aggressive growth will be back in vogue and required by management and shareholders. There will be zero tolerance and jobs will be on the line – talk about pressure.
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