Must Read: ScreenMedia Daily on search engine marketing

March 29, 2011 by Dave Haynes

I would normally just flag this on Twitter, but that’s only reaching a percentage of people who should read this excellent post by Lionel Tepper of ScreenMedia Daily about digital signage and search engine marketing.

It’s a really strong, detailed piece looking at how companies in this sector market themselves online, and how the term digital signage may be the most common term used (by a considerable margin) but it’s not necessarily the right one.

He sums it up this way:

Given all of these issues—declining search volume, lack of differentiation, and rising pay-per-click costs—are you fishing in the wrong pond? Perhaps you need to consider casting a wider net because “digital signage” is not top-of-mind for your customers and it’s too narrowly focused keyword to be central to your online marketing strategy.

Must read if you make marketing decisions in this space.

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