Google being used as a multiplying factor in current (Q4 2006) marketing campaigns is proving to become a popular model. Two major spots where Google has been featured is in Pontiac’s current commercial campaign (YouTube video http://www.youtube.com/watch?v=BtCJvxuIYDk ) and in time square with Google co-branding the fact that you can visit their site on the Palm Pilot wireless device (image below). Associating yourself with search engine positioning in today’s marketplace builds popularity and credibility. 91% of US adults visit search engines to search for information (source: PewInternet.org, Nov. ’04) and 79% of US adults use the search engines to find health/medical related information (source: PewInternet.org, Dec. ‘05)
Once you get a potential consumer to visit the search engine to search for you they now become opt in consumers. They find you as a more credible resource because you are listed at the “top” of their topic of interest. Now if you take the approach Pontiac uses and reinforce your presence on the Internet the consumer who now only had a 5-30 second interaction with you, has now been multiplied to a brand building experience that may last anywhere from 3 minutes to an hour once they visit your site on the Internet. Your MFT (multiplying factor of time) has now improved to somewhere over 600%. This should be a factor in your marketing effects equation. We analyze the life of marketing in newspapers and magazines with shelf time, but now with the Internet we should be measuring the average period of time of interactivity we can create with potential end-users.
Years ago companies were paying exuberant rates to sign up to be an AOL Keyword exclusive and the same value should be placed on a Google keyword in today’s market. The astronomical returns we have seen local businesses achieve by being at the top of a search engine ranking prove its extreme value. Search engine branding will continue to grow in value exponentially as an increased number of consumers continue to seek their information from search engines. With a number like 91% of consumers using the Internet to search for information the only question left in your mind should be,
where am I?
Good Luck in ’08.
Zach Hoffman - Bio
Zach Hoffman has lived in the dental industry for 20+ years (through the experiences of his father Dr. Howard J. Hoffman, DDS). He has seen the industry transition from a practice focused on insurance based patients to a practice focused on sedation, boutique style cosmetic treatment. Zach still contemplates becoming his father’s dental apprentice by keeping a keen eye on the dental industry, but has chosen to pursue marketing. His background in Economics and Finance, from the University of Central Florida, gives Zach a broad range of knowledge varying from demographics research to identifying business opportunities. With this skill set he has helped his clients maximize their returns on marketing investment dollars.
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