Publisher News: Read the Minds of Your Search Consumers

Also: Feds target online swindlers; ad campaigns are dead; better mobile ad metrics needed; and audience-buying basics
You too can read the minds of search consumers: When you search, are you looking for answers, education or inspiration? Those are the three distinct mindsets among search consumers, according to a study by About.com and Latitude, and knowing them could help marketers offer ads and content that most appeal to each type.
“We need to clean up commerce on the Internet.” That’s David Vladeck, head of consumer protection at the Federal Trade Commission, sounding like the Internet’s Elliot Ness. Policing the Web for deceptive ads is an FTC top priority, he said, citing a spate of recent cases against online grifters, swindlers and double-dealers pushing weight-loss, teeth-whitening and acai-berry-diet scams.
 Don Draper’s not going to like this: “Ad campaigns are dead,” says Eric Wheeler in Ad Age, killed by the “social consumer” who is much […]

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