A lot of self-centered corporate marketing is giving way to customer-centric ways of communicating the value of doing business. I’ve been thinking about this a lot in terms of online marketing and have been sharing these ideas through client content marketing strategy. At the same time, more companies are actively seeking expertise with a customer-centric approach to content.
One area of change is search engine optimization and going after the most popular keywords (relevant to products & services) and optimizing to attract customers. The assumption is that the search result will compel users to click and the destination page visit results in a conversion.
Before search, there are many other behaviors to consider that influence the consumer’s confidence in what they find. It’s a lot more complex than needing something, searching, finding & buying with no other influences. I believe you can optimize for those influences.