Much of my research agenda focuses on the notion that consumers now discover brands across myriad channels – not just search engines. That’s right – acquisition is happening in places other than on traditional search engines. Forrester calls the strategies for positioning a brand or products within a user’s discovery path, “discovery marketing.”
Some companies employ cross-channel acquisition strategies, but we’ve not seen many examples of firms that are adjusting their search marketing strategies to accommodate this notion of discovery marketing.
What about you? Does the notion of discovery marketing make sense to you? How well prepared for it is your firm? What does the advent of discovery marketing mean for your company? How will discovery marketing change your current approach to search marketing? I’d love for you to share your thoughts about discovery marketing here or through ongoing direct dialog. Drop me a line if you want to talk!
Stay tuned for more discovery marketing research!