A few months ago, Google came out with an eBook called Zero Moment of Truth. The premise of the book is that consumers are impacted by a multitude of information sources at various stages of the purchase cycle. Easily, and while they shop, consumers can draw from reviews, social recommendations, industry news.
The book is interesting and worth a read, but what struck me was the challenge and importance of being in the right place at the right time with the right content. That, of course, is Google’s point. They want marketers to align with them in providing relevant content to searchers, particularly in the paid channel.
Google Analytics guru Avinash Kaushik says, “Don’t let your marketing write checks that your website can’t cash.” In other words, have relevant destinations for all of the marketing that you’re doing. Sounds like pretty good advice to me. I guess it’s time to create some landing pages.
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Scott Ensign, Digital Planner & Channel Integration Specialist