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Marketing in the Age of Google.

Author: Vanessa Fox
Publisher: Newark : Wiley, 2010.
Edition/Format:   eBook : Document : English
Summary:
Search has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. A business's search strategy can have a dramatic impact on how consumers interact with that business. But even  Read more...
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Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Fox, Vanessa.
Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy.
Newark : Wiley, ©2010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Vanessa Fox
OCLC Number: 1027199600
Description: 1 online resource (258 pages)
Contents: Cover --
Title Page --
Copyright Page --
Table of Contents --
Foreword --
Preface --
1 How Search Has Changed Your Business --
2 How to Use Search Data to Improve Your Business and Product Strategy --
3 How We Search --
4 Building Searcher Personas: Opening the Door to the Crowd of Customers Youâ#x80;#x99;ve Been Keeping Out --
5 How Search Engines Work --
6 Implementing an Effective Search Strategy --
7 Working with Developers: How to Turn Business Strategy into Tech Speak --
8 How to Cut Through the Data and Get the Actionable Metrics You Need 9 Social Media and Search10 Whatâ#x80;#x99;s Next?: Beyond Google and 10 Blue Links --
Notes --
References

Abstract:

Search has changed everything. Search has become woven into our everyday lives, and permeates offline as well as online activities. Every business should have a search strategy. How a business appears online can impact consumer influence as much as if not more than offline advertising like TV commercials. A business's search strategy can have a dramatic impact on how consumers interact with that business. But even more importantly, search engine activity provides amazingly useful data about customer behavior, needs, and motivations. Accessing search data is like conducting focus groups with mi.

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