Benefits and drawbacks of Search Marketing

From the perspective of the marketers, search marketing enable them to know the effectiveness of their online campaign which traditional offline campaigns cannot do. By measuring the number of views to their websites, for example, marketers can now measure the ROI of their online campaign.  Such measurements enable marketers to know which online media is most effective for their campaign and where to channel their budgets to. Many of the online media also incorporate features and tools which could provide useful information to the marketers to make this decisions.

From the information gathered of impressions to their online advertisements or websites in the various digital platforms, marketers can profile consumers and their consumption patterns, and come up with the right marketing mix to reach out to their target audience. Online media also serves as platform for marketer to engage and connect with their consumers and marketers.  Another benefit is that digital advertisements can be launched quickly compared to traditional advertisement which take time to design, print and circulate.



There is inter-link relationship between marketers, medias and consumers.  Any abuse to the relationship will have drawbacks. There are many instances of companies embarking on mass advertising campaign hitting everyone whom they have contact details. As a result, consumers are flooded with information that they either do not need nor interested in. A recent case in mind in the sms fiasco in Singapore. Consumers are flooded with information vie sms on properties, spas, etc.  Consumers certainly are not happy and this prompt the authority to step in and came up with the Do-not-call Register. Some online medias (eg Youtube) are either difficult to control or uncontrollable. Any comment form individuals, be it true or false, negative or positive, can viral quickly out of control and marketers scrambling to do damage control.