Simplicity the key to overcoming online apathy

After reading the article “Searching for Answers” (MW last week) I fear Anthony Lukom’s insight, that consumers are increasingly finding what they are looking for online on the first page they click through to, is more related to a trend of ambivalence towards search than the ability of his particular search engine to unite shoppers and brands successfully.

Our own research suggests up to a third of us can’t recall which site or brands we encountered while searching for a product or service online. This could indicate a growing trend away from consumer brand loyalty towards a preference for simply deferring to what appears to be the quickest, most convenient search result.

Such trends in consumers’ online behaviour make it clear that “intelligent search” programmes will have a huge impact on our daily lives and an even greater one on the marketers jockeying for position on the virtual high street.

The company that creates the intelligent search engine that works smarter, faster and through the simplest user interface from all different forms of digital media – blogs, video, websites, newsfeeds – will win against the tide of consumer apathy. The important thing for marketers wanting to maximise their online spend is to keep on top of what it takes to make the most of these search technologies. This will include the way information is submitted, the way content is produced and organised, and the way paid-for search marketing campaigns are implemented.

Andrew Burgess

Managing director

Equi=Media

Swindon

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