Power Shift: Why You Want a Consumer-Defined Search Strategy

by Sheila Connor on March 3, 2010

in Search

When we pitch a new client we normally lead with something along the lines of “Digital media drives our strategic approach; we believe data fuels intelligent marketing strategy and we are a data-driven agency. This is our philosophy – digital media should steer a company’s marketing mix.” Often this results in a perplexed look on the faces of those in the room who are not particularly well versed in the nuances of digital media and are more comfortable with traditional methodologies. We then go on to explain how knowing how a consumer searches for information is invaluable to knowing how we should go about reaching them. In other words, if a consumer is looking for a purple and pink polka dotted elephant don’t try to sell them on a black and red striped one. (Good luck finding either!)

I just read an article in Media Post Magazine written by Tanya Irwin called Picking up the Social Pieces, which I believe does a great job summarizing what we are preaching. Tanya states:

“Every online action taken, or comment offered by the active consumer, not only expands the total information available, it pushes back – actually altering products, services, markets and ways of doing business.”

We all need to learn that the consumer is in control, not us, and the very best thing we can do is listen and then act accordingly.

Now go out and find me that elephant!

{ 3 comments… read them below or add one }

Ellie March 4, 2010 at 11:03 am

And marketers should be careful with what they do with the consumer’s information. An article today in AdWeek stresses that marketing messages that use consumer data to tailor the message towards behaviors or interests can quickly go from relevant to invasive.


Morgan Siem March 4, 2010 at 12:18 pm

Ellie, that must be the day’s theme, because and article in the New York Times said the same: http://www.nytimes.com/2010/03/04/technology/04facebook.html?emc=eta1


Michael Hubbard Michael Hubbard March 4, 2010 at 12:32 pm

Thanks Sheila – this is actually really interesting. I feel like companies have finally accepted interactive as a viable piece to their marketing mix, but because they aren’t as comfortable with all of it’s capabilities, they in turn also aren’t comfortable with allowing interactive to lead.

We’ve come a long way at Media Two from purely digital, to letting digital drive all of the media we buy, but I still too see the horror in people’s eyes when we show them a campaign that exclusively tests copy on search in a soft launch before rolling out print, tv, radion and other display methods. They’re getting there, and it will happen – but for now, kudo’s to all of our clients who are ahead of the curve!


Leave a Comment

Want to add a picture to your comments here on Media Two Point {OH}? Upload your picture at Gravatar to make it happen.

Your comment may be nofollow free.

Previous post:

Next post: