Branding Online - stop the yelling

I recently attended the Search Engine Room one day conference in Auckland, and was pleased to see such a great turn out for a first time event in New Zealand.  Numerous speakers from varied backgrounds provided their thoughts on where the online space is heading both globally and in New Zealand. The one comment which still rings in my mind was spoken by a representative for an Advertising Agency (who shall remain nameless).  This individual was asked to comment on the positive or negative effects search marketing has on building brands:  a very good question.  The Agency representative stated search marketing has no value in brand building.  Well, you could have knocked me over with a feather.

Maybe it is me.  I am an experiential marketer.  I believe in the impact of customer experiences, and how it effects brand perceptions ultimately building brand equity.  Many will argue, this is a slow an arduous method to build brands in the offline world, and I would not argue the point, however, when you translate this concept to the online world, it is a whole different ballgame. 

When you apply the concept of pull marketing online, you have the opportunity to pull visitors to your site who have needs which you can fulfil.  Assuming you can properly draw in visitors from effective search marketing strategies, and have them begin their buying process the way they want to, you build instant credibility, and build positive experiences.  Whether the visitor has purchased or not, they will be back, and will spread the word. 

Some of the best global examples of this is seen with Amazon and eBay.  One of the better examples of this in New Zealand would be Wildpoppies and Winkalotts.  Both are online businesses who have promoted their businesses through Search Marketing and focussed heavily on providing very positive customer experiences.

I can understand why the Agency said what they said.  They don’t understand the customer, and don’t want to.  They don’t understand the value of matching your buying process with the visitors selling process.  They don’t understand the correct Search Marketing methods to properly draw visitors to relevant areas of the website.

Agencies are more concerned about yelling in the ear of the customer hoping they are listening.  Your brand is no longer in your control.  Visitors are coming to your site through Search Marketing mediums and are now shaping your brand whether you like it or not. 

It is time to stop the yelling and start listening.