Online Advertising and Search Forecast
Sommige artikelen moet je gewoon niet willen vertalen. Gary Stein, a senior analyst with Jupiter Research: Things are going to surge. Search has grown since 1997, which started with a projection of $0.9 billion for search. It will grow to be about 19 billion (!!!) by the year 2009 and flatten out slowly after that. He explains that in 2002-2003 the bottom did not fall out of the internet. Internet services grew and so did resources. What fell out was the business idea, companies that were not built on a lot of solid ground. Over the last three years advertising flatted out, so there was no need to build it back up.
There will be increasing cost per click driving spend up. As more Fortune 500 companies get into this space the CPC will go up gradually. Conversion may go down because of this. People will need to understand the value of your keyword. If you understand this it will help you compete in the market. First thing you need to do is get your metrics in order. Second, identify the costs involved in order to get an idea of cost. Gary gave an example of a lightening company (which I have heard before) that has a better ROI than there competitors. They have optimized there landing pages.
Paid search will experiences strong near-term growth before slowing with market maturity. There will be issues stifling growth for paid search, such as language barriers and currencies. gary said that with any given technology it can only expand up to 20%. The reason, as more people adopt the technology it will become easier for more people to see the value, or if its within arms reach. As the internet becomes more of a resource, we will see more growth. For now its not there yet.
There are many people who use the internet daily to avoid information lapses. He explains how we look at the internet, as something we go into a room and use. Its transforming. Look at college students and teens. Its engrained in to their lives. Google has become a default behavior. Why should I know what a fathom is? I can just look it up on Google. In general people feel that the information is getting better in the search engines (?). Gary, explains a Harvard study to see how satisfied people are with search. They are, but is a LOT of work. There are latent needs for improvement. What they want is better returns, not sliders, dials and rankings. Good example, remeber DOS, great tool, but a LOT of work.
Google has a fantastic market share, I have heard 47%, Gary says its around 45-60%. He believes that people do not need personalization in search. Interesting. He gives an example of Ask Jeeves that who has taken this on, and looks forward to see what the search engines will do relating to this. Gary goes into more detail about the results from Harvard. He says that people will expand their keyword lists to get more out of their experience.
Things to pay attention in 2005, consumer edition. * Look at vertical search, there will be a good deal of data intensive jobs (doctors, architects, engineers). It will be interesting to see how search engines integrate this into their mix. * Watch out for a search interfaces. It may be important to put an interface everywhere and an index to go with it. I don't see how this will make things better however. * Also look at audio and video search, a market that is growing. Bron: seroundtable.com
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