It’s All About Search
Search is my favourite acquisition channel.
The key reason, in my book, that it trumps every other acquisition channel is a little thing called intent. In this modern world, where time is so precious and there are so many ways we can spend it, the time an individual takes to visit a search engine and look for products or services should be viewed as precious. Although Google’s servers take a micro-second to load and the average Joe can type-in the query in 3 seconds, it’s the realisation that this user – depending on the type of keyword he’s using – is willing to invest a few minutes looking at multiple websites in order to find what he’s looking for that should have marketers clambering over one another for his attention. And of course they do – search is very competitive after all.
Depending on which industry the marketer finds himself in, this intent-effect can be multiplied. A user looking for help in planning their wedding is usually in it for the long haul. I’d know. Wedding planning bores me, so I only do it when I’m in the right frame of mind and I’m willing to invest a decent amount of time. The technical term is get-it-over-and-done-with-so-I-can-get-back-to-that-interesting-stuff. Wedding websites that are there when I’m looking for them will get my undivided attention. When I’m searching for the weather forecast though, I’m in and out like a shot. Did I notice the website’s *relevant* banners advertising their wares? Did I hell. Continue reading…