Your Online Strategy
IS Your Business Strategy
Marketing in the Age of Google
Vanessa Fox is the author of Marketing in the Age of Google: Your Online Strategy IS Your Business Strategy (Wiley, 2nd edition, April 2012), which has been called the “first must-read-to-survive business book of the twenty-first century”
In today’s searching world, customers turn to online search engines first. Yet many companies simply don’t realize acquiring customers from search engines should be a core business strategy. Instead, they usually focus on narrow goals, such as boosting page rankings. These oversights leave a huge channel for engaging with potential customers largely untapped. Businesses that use data about how people search to inform their product strategy will reach customers before the competition.
In today’s searching world, customers turn to online search engines first. Yet many companies simply don’t realize acquiring customers from search engines should be a core business strategy. Instead, they usually focus on narrow goals, such as boosting page rankings. These oversights leave a huge channel for engaging with potential customers largely untapped. Businesses that use data about how people search to inform their product strategy will reach customers before the competition.
Vanessa created Google’s Webmaster Central, which provides both tools and community support to help website owners improve their sites with an eye towards gaining more customers from organic search. She was instrumental in the sitemaps.org alliance of Google, Yahoo!, and Microsoft Live Search. Fox has also been an entrepreneur-in-residence with Ignition Partners and has served as an advisor for several startups.
In 2013, she sold the company she founded, Nine By Blue, to digital agency RKG. She works with RKG as chief product officer to evolve Blueprint Search Analytics, which she created at Nine By Blue to help companies of all sizes better integrate search engine optimization (SEO) throughout their organizations– from product design and web development to audience engagement and conversion.
Vanessa Fox, Your Online Strategy IS Your Business Strategy is a general session for all tracks at ICBA 2014.
Speaking of the Super Bowl...
"In 2010, we searched for information. In 2011, we went to Facebook and went to YouTube to see the videos again. In 2012, we talked about commercials on Twitter using hashtags. And, we didn’t replace one activity with another. We mostly added these new behaviors to what we were already doing. So, now we’re searching and Tweeting and Facebooking and YouTubing. What will we add this year? (I’m pretty sure we won’t start QR coding.)"
Vanessa Fox, Your Online Strategy IS Your Business Strategy is a general session for all tracks at ICBA 2014.
Speaking of the Super Bowl...
- Vanessa Fox, The Lead Up To the Super Bowl: How Are We Searching?
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