Search as branding tool?
Yep – that’s what this week’s lead columnist, Nick Wreden, writes.
His piece, in which he calls search engine heavyweight Google the “operating system” of the Internet, is a compelling read about how the increasing sophistication of the search world affects what brand managers and marketers are doing in the front lines.
Next up, "geotags." A search on "restaurants," for example, will display sites according to their proximity to you. "Geoencryption" may enable data to be seen only in certain locations.
Writes Wreden, “This potentially could change retailing as much as malls did in the '60s. Rather than location, location, location being the key to success, it may well
be the amount of data that is made available.
"The most eye-catching sign or store window will matter less to branding than being listed atop the right wireless databases or yellow-pages services,” he says.
It’s good stuff. Take a look and tell me what you think.
As always, your feedback is both welcome and encouraged.
Until next week,