30th October 2007
Most providers of mortgage technology are not making enough use of search engine marketing techniques.
The analysis by Depth Public Relations (DepthPR) found that the majority of mortgage technology vendors are not using "keywords" and those who do have "ad word" or "search term" campaigns are not achieving successful results.
Some of the companies were using keywords that are rarely entered into search engines.
"Mortgage technology vendors need to explore alternative marketing sources. One of the most powerful, underutilised - and most often poorly used - tools available today is search engine optimisation and search engine marketing," said DepthPR founder and principal Kerri Milam.
She explained that traditional marketing techniques are limited by reach, capital, time and labour whereas companies that utilise online marketing will be able to target previously unavailable customers and gain industry recognition.
Over 61 billion searches were conducted worldwide in August 2007 according to data measurement company comScore, 37 billion of these were performed by Google.
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