Search Engines Employ New Tactics to Gain Searchers - The tactic
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The “use-our-service-get-something-free” is an age-old marketing tactic that is extremely successful, and anyone with something to sell has tried it in one way or another. People like the idea of receiving something for nothing, such as a prize or an incentive. But it is way too soon to tell how much traffic the techniques will generate for the search engines, or how much of the market they would be stealing away from Google.
Researchers indicate that more internet users are becoming more educated about how to best utilize a search engine, and that many people tend to use one search engine over another simply out of habit or convenience. One researcher indicated that polled people like using Google’s search page as it is free from advertisements and other distractions, unlike both MSN and Yahoo Searches.
While the marketing techniques of both MSN and Yahoo may temporarily divert searchers to their search engines, it is quite another matter to keep them coming back or to switch their preferred search engine permanently. The question is, will these gimmicks work? Polled individuals from a random variety of backgrounds, ages, races, and income levels have differing opinions about the promotions general.
Avner Bugatti has this to say about the new MSN promotion: “Hmmm.... So while I may not find the search results I'm looking for, I have the chance of winning one of many fabulous prizes? While Google concentrates on making products that work, I guess Microsoft is [focusing] its efforts on finding ways to lure customers to use an inferior product. Memo to Bill Gates: Give us results, not gimmicks. Otherwise, prepare to become the used-car salesman of the internet.”
David Schwartz has a different view than Barney regarding switching to Yahoo Search: “I’d do it…in a sec. Those perks sound great. Just for using their search? Sign me up!” John Hyde also seems excited at the prospect of Yahoo incentives. “I’ll do it too! I got the survey; I use Yahoo messenger with voice (7.0) and I’ll do it for the free calls!
Next: What can gimmicks do? >>
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