SEM is pretty straightforward, right? You use some analytics software to figure out the search terms that customers are using to find your product or service and then you bid on the right to place ads with those terms.
A new white paper from Forrester looks at the future trends in SEM. Like a lot of things, the searchable Internet is fragmenting in many ways:
- Into new forms of content.
- Into new uses: Mobile/Social and GoogleTV are examples.
- Into communities and platforms that are opaque to traditional search engines. Examples include the Apple iPhone, Android phones, and social media platforms such as Twitter and Facebook. Search engine technology is going to adjust. In fact, Bing and Google are already making changes.
But, the bottom line is that search engine marketing techniques and analytic approaches must change as well.
You can download the full Forrester report for free from Omniture (owned by Adobe): The Future Of Search Marketing
It’s well worth reading.