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Marketing in the Age of Google, Revised and Updated: Your Online Strategy IS Your Business Strategy based on 0 ratings. 1 reviews.
As the world of technology constantly changes, it provides vast opportunities to share and learn new information; therefore the business world must change with it to take advantage of all of the new data that technology has to offer. Vanessa Fox perfectly exemplifies this when she states, “[n]ever before have we had access to such remarkable amounts of data about potential customers” (Fox 4). Within the pages of Marketing in the Age of Google: Your Online Strategy is Your Business Strategy, Fox delves into the complex world of search marketing. She begins by stressing that consumers have turned to Google and other search engines for information, and that these search habits and ideas can be used to analyze consumer behavior. Fox’s intentions are to educate students, as well as those getting into the marketing field, about the workings of search engines, including how searches are ranked, in order to provide the reader with a useful strategy for effective search marketing. As the internet has become more of a staple in daily life, it is important to not only have an online presence, but to also have an easily searchable name and brand. She asserts that the strategies mentioned throughout the book are not only meant to be applied to online marketing strategies, but throughout entire business strategies as a whole. Her approaches focus on listening to what the customer is saying through their actions and habits rather than through what they are expected to do based on their demographics. A company must understand how their consumers think and act in order to properly market to their needs and desires. She informs the reader that without having a good search marketing strategy, companies are keeping out a wide variety of potential customers. Fox utilizes an assortment of real world examples to support her advisements and stress the importance of an excellent search marketing strategy. The companies that she takes a look at range from Intuit, a company that sells accounting software, to Motrin. Each of the companies that she discusses perfectly exemplifies her advocacies, and further clarifies her reasoning. With the situation at Intuit, she demonstrates the vitality of looking at exactly what consumers are searching for. Intuit had originally been referring to their software as “bookkeeping” software; however, many of their potential customers were searching for “accounting” software. By not understanding how customers were searching for them, Intuit was missing out on a whole segment of the market who would potentially be interested in their products. The Motrin example focused on the Motrin Mom campaign. This campaign was not received well by consumers and many were offended by the message Motrin was advertising. By searching the web, it was easy to see how many consumers had negatively reacted to this campaign; however, Motrin did not seem to originally realize that consumers were discussing their campaign until a blogger brought the outrage to their attention. Motrin took down the ad and stressed the importance of taking feedback from their customers very seriously. Both of these situations further illuminate Fox’s messages that it is important to understand what customers are looking for, as well as how easy it can be to receive consumer feedback in the high speed world of the internet. This book was intended to provide readers with a basic, yet thorough understanding of how search engines work, and how to utilize them as tools to supplement an effective marketing strategy. Overall, I believe that Fox accomplished her objectives. Through her use of real world examples and everyday jargon, she was able to not only effectually explain the complex world of search engines in a way that everyday readers could understand, but she also was able to include important marketing principles that should be used in every successful marketing strategy. She stresses the importance of understanding the overall goals of a business to create a realistic persona for the ideal consumer. She drives home the idea that a marketing plan can only succeed if it addresses the goals of the entire business. Throughout the book, she outlines several topics like this though the use of bulleted lists, and provides sample questions that help guide the reader to consider all aspects of an efficacious business’ strategy. In essence, I thoroughly enjoyed reading this book. It provided interesting real world examples that not only persuaded me to understand the underappreciated usefulness of an effective search marketing strategy, but also provided a window into the workings of a search engine. I would recommend this book to those who are looking to learn how to create an effective business strategy and about search marketing in general. Overall, this book was very engaging, and an excellent read.