Marketers are constantly challenged with how to best segment our consumers. Search offers an option to allow the consumer to self segment and this option is further evolving. As we all know, segmentation can begin at the keyphrase level. What you may not know, Yahoo is allowing us to further enhance this ability. Let me introduce, Honda’s drive to Search campaign, “Shop Honda.” Type “Shop Honda” into the Yahoo search box, four options/links appear: See Offers, Locate a dealer, build and price and request a quote. Depending where the consumer is in the buying cycle they will choose the best link. This tactic promotes consumer empowerment, and effective marketing campaigns, everyone wins.
Apply this same concept to pharma or any industry. A drive to search campaign (tracks the efficacy of the TV campaign via query volume and click behavior) with choices for the consumer. “Learn about Lipitor” possible links: understanding cholesterol, cholesterol treatment, find a doc, Lipitor vs Zocor.
For the times they are a-changin’
