A new report put out by the Kelsey Group says that the the differences of brand and direct are blurred online..Source http://publications.mediapost.com
"By 2009, it may be more difficult to distinguish awareness advertising from directional advertising, as digital advertising platforms expand and lines between these forms of advertising blur," states the report, titled "Global Directional Media Forecast."
It says that search marketing, has caused the blur.
The report said that many businesses equate rank with brand equity.
In its forecast, Kelsey also predicts that the global market for digital directional advertising--online business directories, local search, and wireless directories--will reach about $10 billion in 2009, up from an estimated 2.8 billion last year.
Local search, in particular, is expected to skyrocket. In the United States, local search spending is expected to leap to 3.38 billion in 2009, from an estimated 162 million last year and a predicted 418 million this year. Internet Yellow Pages will grow from an estimated 478 million last year to 576 million this year and 1.331 billion in 2009, predicts The Kelsey Group.
Few industries are as competitive online like real estate.
I have always maintained that while your competitor attempts the brand equity thing, you should capture leads, and build brand on the back end once you have made a friend thru your offerings.
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