A deeper internet path proving the importance of organic search and digital influence compared to advertising

by Laurent François

In our liquid modernity, we have less and less time to solve more and more problems. Great news: our time is our main asset, so as our internet path and journey is one of our main tool to help us in our decisions. A new phenomenom emerges and confirms the importance of digital influence and the power of organic search:


What’s more, consumers are shopping around more before buying, making ads placed on sites such as Google’s less valuable to marketers on a click-by-click basis. Google said the number of paid clicks in the quarter rose a healthy 17% from a year ago. “People are searching and clicking on ads as much as ever,” says Jeffrey Lindsay, senior analyst with Sanford Bernstein. “But it’s now taking 15 to 20 clicks vs. 10 to 15 clicks to sell something.” As a result, prices per click on search ads fell 13% in the first quarter from the fourth, Efficient Frontier says.

Beyond the business insights, what really matters is the fact that people need to find “true”, valuable and relevant information. They face information, they compare. So as if you don’t provide great information, your ads will drive to reluctance and disrepect. Consumers learn how to figure out what is advertising, what is fake and what is worth.

Good news for PR people and for social media marketing: you need to be authentic to sell more, and it’s all about deep conversations (and not mechanical tactics).

One Comment to “A deeper internet path proving the importance of organic search and digital influence compared to advertising”

  1. Hi Laurent 😉
    So it means that advertisers have to come up with a new ad model where they integrate access/search to relevant quality social content in the ad.

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