I was talking to Heather Dougherty, Head of Research for Hitwise, after a Seminar we did at the Interactive Advertising Bureau on online advertising. Video from the seminar will be posted shortly. The topic was Using Research to Help Sell (Advertising).
Two nuggets from our conversation:
- Couponing is an area of online marketing that is gaining traction and marketing dollars. Consumer confidence crumbled at the end of 2008. In 2009, retail traffic has still not come back to earlier levels. People are budget conscious. So they search for coupons, print them up and bring them into a store.
- The tail wags the dog: Washington Post is an example of a publication that monitors google searches to help determine future editorial coverage. Tiger Woods searched a lot? You bet the sports reporter knows what his next assignment is. Keyword-based journalism. We live in a world where lots of traffic comes to publications via search / google.
Anyone work at a publication that determines some of (or a lot of) their editorial focus by using data from Google, such as monitoring key word searches, to then write SEO friendly articles??
