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Search is a really powerful opportunity that’s unique to digital and a powerful form of advertising.
It’s arguable well to even call it advertising. But certainly it’s a form of media. And
there are tremendous opportunities and they’re at many different levels. I’ll give you
just a couple. So one is just [INAUD] the blind search, right? I want to figure out,
you know, I want to buy a-- you know, I’m tired of my laundry detergent. I want to buy
a new one. You know, so what am I gonna search on? I’m probably not gonna search on names
of laundry detergents. I’m gonna search on solutions to problems I have. You know,
what laundry detergent isn’t gonna damage my clothes or gets out the tough stains or
whatever. And the opportunity for the consumer, just from a consumer standpoint, to be able
to enter an environment that’s got all this information and zero in right away on something
that they are interested in knowing more about, and being able to do that in the way that
is-- makes sense to them, not the way the manufacture talks about it, but how am I thinking
about my laundry needs, go in and do that, it’s tremendously powerful. The opportunity
and challenge for brands is to be able to make sure that they present themselves in
the right way and the best way, when a consumer is doing that. Figuring out what are those
key words or that mindset that is behind the search and positioning themselves accordingly
in response to that consumer action. So search is-- has a tremendous amount of value. But
our feeling is it’s not about putting your brand in there, it’s about figure out how
the consumers think about what your brand does and activating against that.