Google for example, provides users with two types of search results: organic and paid results. Organic being natural and untainted from sponsors, while paid is exactly the opposite. Google even provides you with information when you are not looking for it. Let’s say you are browsing your emails, on the side panel, you are bound to see advertisements for items related to your recent searches or the content of your actual emails. We are bombarded constantly by subscriptions, spam and general advertisements, all of which are fighting for our attention.
When we look for information, search results are not the only thing needed to complete the decision process. Website design and usability are just as important because users will judge a page in the first ten seconds, at which they will either stay or move on to the next. So content needs to be arranged in a manner that allows easy access to information, and it needs to be labeled. Companies that have poorly designed websites are more likely to lose a customers interest while browsing, especially mine.
E-marketing has had a monumental effect on the buying decision process, allowing connections to be tracked and monitoring from who, to what, to where, when and how many. So, are we getting what we search for? Of course, and we are told in those unnatural results who is paying for it. I my self am fine with this setup, I would rather know who’s on top by popularity, rather than having my results skewed by payments.
Happy trails…
Sources:
http://www.quirk.biz/emarketingtextbook/
http://e-marketingforsensiblefolk.blogspot.com/2011/02/where-is-e-marketing-in-buying-decision.html
Good thoughts and very well written.
ReplyDeletePersonally I don't think search is a primary driver of need recognition. I consider search to come into play only after a need is recognized.
But yes, reading information on sites we search for could trigger a need recognition, but it is not the goal of search. If we don't know what we need, how can we search for it?
Search engines do try to influence you on what to buy based on the advertising around you; however the smart consumers have learned to filter out all of the propaganda around them and really start to use it as a tool to really research their product.
ReplyDeleteA lot of people are really digging into the social media sites and other sites in order to get insight to what exactly they are buying.
E-Marketers have to be really careful in how they present their message. There does reach a point where we all will just start to filter out all of these advertisements and really just focus on the content which I do agree with you that the presentation of the website is very important. The experience they provide the person will really influence their decision on whether or not to buy the product.
Loved the whole bit about how a website's design and usability are just as important. With so many new web pages created every day it is imperative to stand out and make information readily available to match the short attention span of today's generation. This is key to making visitors want to come back for more.
ReplyDeleteIt's amazing how online marketing has changed and continues to change advertising and has such a big influence on the buying decision process.
I agree with you. In all aspects somehow once you begin a search for a product ads come up trying to persuade you to buy their product related to what your searching for. For me, if an advertisement does not look good in the first 10 second I do not give it a second look. I believe that is why marketers work diligently to know who their consumers are and create images and advertisements that will gain their attention within that 10 second time frame.
ReplyDeleteGoogle is amazing and it is the definition of e-marketing. I truly believe that no other search engine can outbid google.com. I agree with judging a website within the first ten seconds. It's just like in real life. First impressions are lasting and it is just like at any store. Colors of the store, the layout of the store, the atmostphere all these things influence the buyers decision.
ReplyDelete