Is pay-per-click losing momentum? Is growth in the channel waning? In a recent blog post, Steve Rubel wrote, "I am calling a top to this market now. There are five reasons why a pay-per-click advertising recession looms!"
To further explore pay-per-click's future, we turned to Steve and Alan Rimm-Kaufman.
Alan leads the Rimm-Kaufman Group, a direct marketing services and consulting firm, and he's a fan of pay-per-click. Steve, senior vice-president in Edelman's me2revolution practice, has his doubts.
We dove into questions such as these:
- Are people numbing to pay-per-click ads as they have to banner ads?
- Is the pay-per-click channel maturing, and what does that mean?
- Is pay-per-click more, or less, trustworthy than public relations?
- Can combining channels help drive your pay-per-click results?
Now, kind listeners, it's your turn. Please let us know whether you vote thumbs-up or thumbs-down on pay-per-click by leaving a comment on the MarketingProfs blog. Or, toss out another topic you'd like us to explore. And thank you for listening!
Alan Rimm-Kaufman leads the Rimm-Kaufman Group, a direct marketing services and consulting firm founded in 2003. He is a regular speaker at industry events, including Jupiter Media's Search Engine Strategies; the DMA's Annual, Catalog, Net.Marketing, and NCDM shows; NRF's Shop.org; eTail; NEMOA; and DMD NY conferences.
Rimm-Kaufman writes the internet retailing column for Catalog Success. He co-wrote the online marketing chapter of Katie Muldoon's The Catalog Strategist's Toolkit. He serves as a contributing reviewer for online marketing for the academic journal Management Science. He has also taught for Marketing Profs.
Also check out the Rimm-Kaufman blog.
Steve Rubel is a senior marketing strategist with over 15 years' experience. He serves as senior vice-president in Edelman's me2revolution practice. Edelman is the largest independent global PR firm.
Steve is charged with helping Edelman identify, test, incubate, and champion new forms of communication. He also explores that topic on his well-read Micro Persuasion blog and in a bi-weekly column for AdAge Digital.
Steve is often sought out as a speaker and appears frequently in the press. He has been named to several prestigious lists, including Media Magazine's Media 100, the AlwaysOn/Technorati Open Media 100, and the CNET News.com Blog 100. Prior to joining Edelman in 2006, Rubel spent five years at CooperKatz & Company.
And don't forget his Micro Persuasion blog.