Miguel Helft, a writer for The New York Times, is quickly becoming “a person of interest” in the technology opinion leader space, cranking out good analysis for a couple of years now. His column “Ping” in the Sunday Business section is definitely worth the read. This week he wrote “…search advertising is probably the most effective form of marketing ever invented.” Remove the word “probably” and you have a serious declaration.
Search has changed the world. If the Internet is the game-changing technology, search is certainly the killer application. That’s why Google is making da monies. Yeah, Google says they’re all about organizing the world’s information, but organizing it is the how— search is the what.
As search becomes more complicated, and it will, too much information will make it harder for consumers to pull the trigger on brands. This is the crux of Microsoft’s Bing campaign which discusses information overload positions Bing as the decision engine. As algorithms help us shop and compare and as we become more loyal to the search tools than the brands, the art of selling becomes less artful. We’re seeing the beginnings of that today. Peace!