Google is close to launching its new media planning tool. Named AdPlanner, the tool will allow agencies and marketers better target audiences by combining search and demographic data. The search giant has always been pretty closed doors about sharing any data related to actual search volume or demographics so maybe they are throwing agencies a bone here. Or maybe they are making a move to cut out agencies all together?
Despite everyone’s fascination with Google-domination conspiracies, I don’t have much confidence in this theory. The act of targeting an audience is only a small part of the equation. The key is how well you handle the customer after you’ve managed to capture their attention. There is plenty of room for improvement as many companies continue to struggle with communicating and retaining their newly found converts.
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