Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Posted by Admin on July 3rd, 2010 at 07:45pm
Search hаѕ changed everything. Search hаѕ become woven іntο ουr everyday lives, аnd permeates offline аѕ well аѕ online activities. Eνеrу business ѕhουld hаνе a search strategy. Hοw a business appears online саn impact consumer influence аѕ much аѕ іf nοt more thаn offline advertising lіkе TV commercials. A business’s search strategy саn hаνе a dramatic impact οn hοw consumers interact wіth thаt business. Bυt even more importantly, search engine activity provides a…
Bυу Marketing іn thе Age οf Google: Yουr Online Strategy IS Yουr Business Strategy аt Amazon
Under Internet Marketing
2 Comments for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
1. Zurina | July 3rd, 2010 at 8:42 pm
So much of marketing is focused on the company broadcasting out in the hope of bumping into a potential customer. Meanwhile there are 18 billion individual ‘Broadcasts’ each month from people who want your help.
Ms. Fox also talks about how online search drives offline purchases and I really learned a lot from the section that discussed using search data as marketing research. She says:
“Search data is the greatest form of market research there is. If the marketers job is to discern wants & needs and then fulfill them…then studying behavior is way more valuable than studying what people think is the right answer when they take a survey.”
We also love that the core message here supports exactly what we help with here @ Compendium. Check out this line from the book:
“For most searches, the home page is not the entry point. Any page can be the entry page. We have to rethink our approach to site design and user interaction based on the new world.”
2. Anonymous | July 3rd, 2010 at 9:44 pm
Every once in a great while a new business book is published that just oozes with credibility and usefulness. Such is the case with Vanessa Fox’s “Marketing in the Age of Google.” Vanessa is a search engine optimization expert and former Google spokesperson. Her book takes off quickly, pointing out that 88% of online search dollars are spent on paid results, but 85% of searchers click on organic (non-paid) results. Slightly over half (56%) of Google searches return no paid ads. Although $9.1 billion was spent on online advertising in 2007, and it is projected to reach $20.9 billion in 2013, improving performance with organic search results is the focus of her book.
Worldwide there are 131 billion searchers/month, 23 billion by Americans. About 12% of U.S. searches are focused on retail items, and 63% of search-related purchases occur offline. Essentially all searchers look at the first organic result, while only 50% look at the first paid result. Fox points out that searchers will tell you exactly what will compel them to buy your products – if only you will look for the answers. Information within Google Insights for Search and Google Trends can reveal the relative popularity of similar search terms, trends and seasonality in their popularity, where (geographically) most inquiries are coming from. Other sources for useful sights include Google Adwords (Fox suggests trying a few ads, if only for the information retrieved), Google Analytics (reports number of visits, time on site, number of pages visited, bounce rate), Compete.com (degree of competition associated with various search terms), and [...] (what sites and search terms are driving visitors to your site). [...] and others can help alert marketers to PR disasters in the making before they get too far.
Must reading, and ownership for any marketer.
Leave a Comment for Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy
Trackback this post | Subscribe to the comments via RSS Feed