Tom Affinito, VP Corporate Development @ Kenshoo
New e-book helps search marketers unleash untapped powers to conquer business objectives.
After seeing the blockbuster mega-hit Avengers: Infinity Wars, it got me thinking -search marketers are a lot like superheroes.
I know, Cap. Sounds wacky, but it’s true. Let me explain.
Their ability to be there at the precise moment when a search user is looking for something is kinda like a superpower, with keywords as their weapons. And the origin story begins with that power seemingly coming out of nowhere one day, setting the ones who wield it on a journey of adjustment and brooding introspection, ultimately learning how to harness that power and use it for good (ROI).
So it was for many years. A search marketer went to battle on behalf of a brand with their trusty keywords, conquering KPIs and keeping competitors at bay. They were the masters of their domain. And things were good.
But those were simpler times.
Your universe has gotten a lot more complicated since then. New ways to target and engage an audience have entered the search realm, presenting their own challenges and opportunities. You’re no longer tasked with simply winning the fight for the lower funnel. There’s a bigger cause that you must be willing to take up in order to bring greatness to your brand. I’m talking about — achieving business objectives.
So what does that really mean?
Consumers now use search — in one form or another — at every stage of the buying journey. And no, that doesn’t just mean moving from very broad keywords through to specific branded terms. Instead, they’re using the search function on Pinterest to look for ideas and inspiration. They’re browsing on Amazon. They’re narrowing their choices and scoping out favorite brands on Facebook and Instagram. All of this activity involves search…but it requires search marketers to think about their universe in a new way…and unleash new powers they didn’t even know they had.
That’s right. It’s time to go beyond the keyword and add some updated weaponry to the arsenal — audience targeting and visual search. They’re like new gadgets in Batman’s toolbelt, upgrades to Iron Man’s suit, or additional relics at Wonder Woman’s disposal.
To help you understand these powers and put them to use right away, we’ve created this handy ebook — Beyond the Keyword. Download it now and you’ll learn:
Well, not really on that last one. But those first two are totally covered.
And just like the Marvel universe, this story unfolds in many chapters, with lots of exciting twists and turns. Think of this post as just the prequel with lots more to come. Until then, read the ebook and carry on, search marketers!
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