Eyeblaster published a “research note” back in February that I just had an opportunity to read and I thought it was a great reinforcement to my frequent mention of the importance of “Full Buy Cycle” marketing.
In particular I thought this “commentary” on search (pull) vs. display (push) advertising was crisp and to the point:
“…search does not bring new prospects into the funnel, but rather moves existing ones through. This raises the question of scalability – the reach of search is limited to prospects that are already in the funnel. Furthermore, the number of those lucrative prospective customers with intent to purchase is limited. The question that arises is how to get more people into the funnel.
One way to increase the overall number of conversions is to extend the number of keywords. While it makes sense to explore other related keywords, at some point, keywords may lose relevance. Once the keywords purchased are extended too far, it would be the equivalent of buying an ad for taxis in the restaurant section of the yellow pages, since someone may need a lift…..The difference between search and display is that in search, only prospects who have shown an active interest in the product by typing a keyword are shown the ad, while in display, the ad is pushed to all of the target demographic….”
Link to Report (Registration Required): http://www.eyeblaster.com/data/uploads/ResourceLibrary/Eyeblaster_Research_Note_Search_and_Display.pdf