Disney Lacks Searchgeist
In today’s MediaPost Search Insider article, “Disney Disses Search, But Misses the Mark,” Gord Hotchkiss, president of Enquiro (a search marketing firm), brilliantly hits the mark on the unmistakable merits of search. His tale begins with the irrational tangents that big brands sometimes find themselves in, disdaining methods that really work for nearly everyone in order to hold onto they know and do best.
Mr. Hotchkiss convincingly educates his audience on what search does better than any other channel: it inherently puts the consumer in control of information and provides an invitation for relevant marketing messages. The consumer asks a question in the form of keywords, and your product or service just might be the answer. If it is, and they’re ready to engage your brand or make a purchase, they will. Your ad’s job is to provide an on-target message. Your site then delivers the rich information they need to make a decision.
A searcher is a captive audience. It’s what every marketer craves. Yet so many companies still think search is experimental or high-tech. Are they content with letting other businesses form those valuable customer relationships? Because search is just the simplest and most effective way to connect with your audience at the moment they’re looking for what you offer. Why diss search? It is time to embrace it.
Post by Vortaloptics.