October 18, 2005 | Tuesday

Quote to remember

By Jackie Danicki - Blogger in Marketing |Quotations

The individual ultimately is in control.

That’s Yahoo’s Scott Gatz, speaking at BlogOn 2005 at the Copacabana in New York. The sentiment is one that marketers are recognising in increasing numbers, some because of the rise of blogging, podcasting, and RSS - all of which give individuals a great deal of control over what information they receive, how they receive it, and when they receive it.

Search engine marketing has been ahead of the curve in this respect, as everything from keyword selection to creative must be orchestrated with the individual’s intentions, mindset, and desires in mind. Individual users are not chained to the search engines, but visit them repeatedly and willingly for very good reasons. Their reasons for clicking on certain search results and making purchases within them are also very good, and driven by individual wants and needs.

Accepting that the individual is ultimately in control is only the first step. How you tailor your marketing in light of that fact is the crucial bit.

Link via David Weinberger