Catalyst Search Matters Search Marketing Blog

Whether you call it Closing the Loop, The Final Leg, or The Last Mile, the process of getting any deliverable – including information – to the final consumer is challenging. For marketers, The Last Mile means getting our message in front of customers, in a way that is relevant and timely, wherever they are – outdoors, at the movies, watching TV or on the Internet. In this interview, Catalyst Search Strategist Ann Kane tells why search marketing is “The Last Mile.”

Q: Why is search referred to as “The Last Mile?”
Ann: Search is considered a “Last Mile” vehicle as it is an interface that connects brands to consumers. Not only does it establish a direct line of communication, the connection is initiated by invitation of the consumer. Consumers are searching for solutions to a needs state, condition or problem. For marketers, this means they are receptive to messaging that provides them with a relevant solution. Both sides benefit when the outbound messaging from the brand complements the inbound line of communications by the consumer. Brands can also learn how to better deliver upon solutions to consumers needs with thoughtful analysis of the volume of data search marketing makes available.

Q: How do search marketing and offline marketing connect?
Ann: The basic tenet behind holistic marketing and campaign integration is that offline messaging drives consumers to search. The ever-growing reality is that consumers react to advertising and messaging from traditional communication channels like television, magazines and radio by going online and searching for more information. From our experience, we see offline messaging generates measurable increases in search queries and clicks.

The key to capturing this boost is to integrate messaging and timing from the traditional channels into search marketing plans. For marketers already running search campaigns, this could mean simply budgeting for incremental demand. For marketers who are new to search, we recommend testing a paid search campaign around offline activity.

Q: How does search marketing influence how consumers make buying decisions?
Ann: Search sits between the consumer and the marketplace. Search is an easy, efficient, and affordable tool for consumers to gather relevant information about products, services, and brands. Consumers are increasingly using search engines to shop and interact with brands before they make an actual purchase. Because of this, many of our clients now view search as “Digital Shelf Space.”

We have found that searchers are highly responsive, more likely to convert and not exclusively driven by promotional offers or discounts. This is true even if the purchase takes place later in a brick and mortar environment. To us, this means search marketing delivers high quality visitors that are active in the buying pipeline.

There is a perception that search marketing is only relevant to high-priced, high involvement purchases. However, a recent ComScore study reports that half of all traffic to CPG (Consumer Packaged Goods) websites originated from search. As consumers continue to rely on search, it is increasingly becoming a fundamental part of the buying decision for both high and low-involvement purchases.

Q: How important is it to know what your competitors are doing online?
Ann: Understanding the competitive landscape is always a priority. However, it is even more important in this space because search marketing represents a moment when consumers are receptive to messaging. Searchers are actively looking for help and open to influence, whether by your brand, a competitor or by some other company offering an alternative solution. For marketers not active in the space, it is a missed opportunity to connect with a receptive audience by invitation.

Just as important, search allows for an instantaneous, cost-efficient, scalable response to competitive messaging and offers. Too many companies have invested resources behind television or print advertising and have lost the full value of the campaign because overnight a competitor positioned itself on select keyphrases and capitalized on interest that the TV or print advertiser generated.

About Ann Kane
Ann Kane is a Catalyst Search Strategist dedicated to Procter & Gamble and Novartis brands. She has nearly a decade of advertising and marketing experience, including work on brands like Tommy Hilfiger and Kayem Foods. During this time, she has worked collaboratively with clients, creative teams, and advertising partners to create effective, integrated plans. She recently earned her MBA from the Carroll School at Boston College.