Marketers advised to look beyond keywords

Those companies attempting to market new products and services on the internet could be advised to look beyond the use of keyword searches, it has been revealed.

Writing on DM News, Danielle Leitch, executive vice president of MoreVisibility suggests that when keywords "simply do not work", advertisers should consider targeting their potential audience in different ways.

Ms Leitch recommended that companies should be proactive in finding their audience instead of waiting for users to come across them in searches.

She suggested that firms take the time to find out what internet habits their potential clients have and than target websites they are likely to visit.

"Demographics, behaviour and complementary products, services or content are three elements that are critical to determine for your market for an online marketing plan," she added.

Ms Leitch suggested that understanding users' behaviour is "crucial to success with a contextual paid search campaign".

Earlier this week, a Microsoft report indicated that only 15 per of companies believe they are making the best use of online marketing.

However, increasing user traffic was highlighted as a priority for more than half of the firms surveyed.

Back 20.04.2007.