I always enjoy charts and graphs that go up and to the right 6 years back and 4 years forward. It's always good to look at the "actual data" v.s. the projected data, as future assumptive values are skewed by perceptions.
In this well written piece by Laurie Sullivan @ Media Post she examines initially the great current growth of Paid Search:
People who are familiar would not be surprised, as Paid Search is generally more response driven. Of course marketers with their jobs on the line, will select mediums, which can draw a clear line from marketing investment to sales. We saw this through our last big recession too. I think we all remember that big Google IPO.
It's very clear the web spending will increase, mobile ad spending will increase, print will decrease (but not die), radio, outdoor, and TV will likely remain somewhat stagnant.
The biggest question is, who will succeed and grow the fastest? Social Networking is certainly hot! In fact, to a certain extent, Social Networking will erode the growth of Search. Why, people will increasingly rely on site recommendations from friends via Social Networks, thus making Social Networks the big traffic drivers and "starting points" on the web.
Sure, more intent driven searches will start at Google & Bing, but those searches will usually land on blogs... Blogs like Social Networks are huge drivers of traffic, and in general, bloggers come with a larger perception of authority as they tend to be experts in their respective fields.
So, should / will the next headline read "Social Media Killed Search" ?
No comments:
Post a Comment