“…Brands now have a need to consider every online touch-point and how they can influence purchase decisions beyond the virtual front door of their corporate website”
Quote from the “The Search and Social Media Report” from the IAB and Microsoft Advertising
In a social media obsessed industry the cold hard fact remains that search engines are still the most influential gatekeepers of links (that you can directly influence!) between your brand and consumers.
The brilliance of search engine marketing is that behind every search query is a person that fits into a well defined segment based on their motivation to search at that time.
As a refresher it’s good to think about the concept of the “intent” behind a search query.
Working within an industry that changes direction in real-time and advising our clients on the best route to take can be tough for us online marketers. Whether PPC is dying or traditional PR skills are history we’re constantly being bombarded with the latest industry trends and everyone’s views on it.
Historically some of the biggest brand wars of the past have been in the FMCG market between the big consumer players, and Coke and Pepsi have certainly been no exception!