Who is Google and Yahoo’s target market? Is it the people who use the search engine or advertisers?
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Tagged with: advertisers • market consumers • primary target • search service • target market
Filed under: Search Engine Marketing
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For Google, the target market are established business advertisers. They designed a searchable database and matrix to favour big business and established merchants with brand recognition. They’ve developed viral marketing and have attracted the attention of all sources of media for promotions both paid and free. This has given them a high revenue earning advertising medium yet disguised as an Internet search engine to the web surfer.
For Google, the target markets are established business advertisers. They designed a searchable database and matrix to favor big business and established merchants with brand recognition. They’ve developed viral marketing and have attracted the attention of all sources of media for promotions both paid and free. This has provided them with a top dollar, revenue earning advertising medium yet disguised as an Internet search engine to the web surfer. They continue to develop more Internet advertising opportunities and technology to increase revenues from advertisers.
Yahoo! has designed a searchable directory of Internet websites. The primary target audience is the web surfer. As they develop the technology of providing each surfer with the unique search results desired, they have become a valuable resource to advertisers. The emphasis of activities, acquisitions, mergers, beta testing, etc. is toward the accomplishment of better search results for the web surfer.
Despite these efforts, the latest statistical data reveals that most surfers prefer to type in the URL directly rather than use either Google or Yahoo!.
In a report from eMarketer: "Meanwhile, according to the Goldman, Sachs & Co., Nielsen/NetRatings and Harris Interactive Holiday eSpending Report, 45.2 percent of consumers went directly to an online retailer by typing its URL, 40.5 percent said they used Google and 20.9 percent said they use Yahoo."
In advertising, your target market is the group of people you most want to reach with your program or message. Google and Yahoo! both use the amount and kind of traffic they generate to their sites to attract advertisers who would like to reach these people.
So in essence, they both have two constituencies–internet users that use their search engines and content, and the advertisers that want to attract those users.