Danny Sullivan unimpressed by conversations
Conversations as advertising fail to impress the search maven, who offers the humble search ad as a far more compelling entrant in the world of marketing than the rising tide of more intrusive ads.
Facebook founder Mark Zuckerberg’s protestations notwithstanding, the real innovation in a hundred years of marketing isn’t the myriad ways social networking will jam the ad message in from of people.
Danny Sullivan said in his AdAge article that search ads are the real deal:
For unlike social ads and most other types of advertising, search is something people want rather than something that gets in the way.
“Getting into” conversations. Yes, how we enjoy that. You’re in a coffee shop talking with a friend, and suddenly along comes the spokesperson for an artificial sweetener, just wanting to have a chat.
Referrals from a trusted friend won’t overcome the utility of a relevant search ad appearing when someone not only wants to see it, but need to see it. Who knows, maybe Google really will hit and surpass $900 a share because of this.