A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

"Going Dark" is a term often used in traditional media. It describes the times when your ad is not running, or your spot is off the air. The other day, we heard that expression used to describe a strategy for search marketing. Going Dark may make sense for traditional media, however, with search it does not make sense. Rather than turning off your search advertising you can let your customers determine when they want to click your advertised message.

Your business may experience seasonal fluctuations, and so will your search phrases. Using tools like Google Trends you can track the seasonal popularity of your phrases. Keeping a watchful eye on the budgets and ROI during these fluctuations will allow you to maximize the results during each cycle.

Rather than thinking of search marketing as Going Dark, think of it as "Staying lit." And let this one-to-one marketing tool achieve the best results throughout your sales cycle.