Search engine turns to TV ratings winner to boost traffic

June 12, 2009

Interesting to see here the news that Ask Jeeves will be sponsoring the latest series of Who Wants To Be A Millionaire – which raises further points regarding the nature of advertising, promotion and media relations in general.

Given that a web search engine firm are pushing into high-profile places to entice viewers online and onto their space, it seems a part of an inevitable shift for TV and the internet to cross-over in the ever-competitive call for new consumers across the UK.

Given the dominance of Google, Ask Jeeves’ 9 week TV ad campaign could well lead to short-term wins in traffic and attention, but what of the longer-term forecast? This is a similar question posed to clients utilising media relations: sure, try a six-month campaign, make friends with the Press, get them on board and inform them of what’s happening and what your services can deliver, but what will you do afterwards to KEEP them interested? This is what separates the winners from the losers.

Too often, a short-term approach is taken, leading to a measurable – short-term – win. The longer view is always more beneficial, more cost-effective, and more palatable for the Press. Continued, regular, consistent contact is what gives clients the edge.

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