Marketing in the age of google

Now reading... Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy

book: marketing in the age of google

Here's an excerpt from the opening chapters of the book...

"The Keys to an Effective Search Strategy
To incorporate search into your organization:
  • Add search metrics to your data mix to better understand your audience, see industry trends, and build a better product strategy
  • Integrate offline and online marketing activities to capitalize on your offline advertising efforts and to keep from losing potential customers that your offline advertising efforts are driving to search engines
  • Develop a search acquisition strategy that fully harnesses the searching behavior of your potential customers

To successfully execute your search strategy, you should build its importance into every aspect of the organization—not just marketing. A successful search strategy depends on
  • IT and Engineering
  • Product Marketing
  • Business Development
  • Marketing and Advertising
  • PR
  • Customer Support
  • User Research
  • User Interaction Design
  • ...and any other department that thinks about the business, customers, product, or Web site

Marketing in the Age of Google will guide you toward building a successful search strategy and extending the process for execution throughout your entire organization."

One page 10, I found these gems...


Even those retailers who don’t sell products online or who have substantial offline sales are still impacted by search. Online advertising triggers $6 to be spent offline for every dollar spent online14 and the in-store sales boost from search is three times greater than online display advertising. Considering that those numbers were calculated for paid search, how much of a greater impact can organic search have with 85 percent of the clicks?

Sixty-three percent of search-related purchases occur offline,15 and for some categories, this number is even higher.16 What about local businesses? In a WebVisible/Nielson study, 82 percent of respondents said that they’ve used the internet to find local businesses; 80 percent say they’ve researched a product or service online before buying it locally.

Yet, only 44 percent of small businesses even have a Web site.17 If you have a business, you need to be visible in search engines whether you sell online or not.