In today’s Wall Street Journal (sorry, password protected) there is a piece by Kevin J. Delaney discussing how companies are investigating web-search queries to determine different industries to focus on and what type of product enhancements to deliver.The article is very interesting and discusses how companies such as National Instruments, Siemens, and others have actually looked at what their potential customers are searching for and made business decisions based on these queries.
What people search for is a glimpse into their direct needs.When people are looking for health information they often put in symptoms, not necessarily the main problem. Realizing this can determine how best to communicate, and in some cases as the article mentions determine new directions for products.
I recently wrote about proper SEM in the pharma market, the piece is titled ‘Proper search engine marketing aids pharma’.The main theme of the column was discussing how search engine marketing can help health care and pharmaceutical companies, but also that general SEM simply can not be effective, it must be specifically tailored for a specific industry.
The article highlights quickly some of the things a health care company must think about when looking to use SEM to build their brand(s).
When you think about your industry what are the specific challenges each of your marketing partners, including SEM, must know?
Heather.
