Understanding audience 'key' for search marketing

Marketers who undertake search marketing activities need to ensure that they have a thorough understanding of their audience, it has been claimed.
Writing on Search Engine Watch, Michael Bonfils noted that cultural differences can impact on the effectiveness of search marketing campaigns.

"If something works in one country, attempting to mirror it and expecting it to work in another country will certainly lead to failure," he noted.

Understanding an audience and what is culturally acceptable plays a key role in a search marketing campaigns, he advised.

"It´s important to study cultural attitudes and implement those in your copy, landing pages, and targeted Web sites," he pointed out, adding that French people consider price points as a key part of decision making when searching for products online, while many Germans look for quality as opposed to just price.

Earlier this week, Kelly Gillease, managing director of tourism specialist Viator, told Search Engine Land that Google should remain the main focus for businesses who undertake search marketing.
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