Brand-enhancing internet marketing campaigns could benefit from focusing on search, it has been suggested.
Companies can use both organic and paid search to present their brands to consumers at the four main stages of the buying funnel, according to Jocelyn Liu of Google.
She wrote on the Google Retail Blog that these stages consist of awareness, recognition, preference and action, with lifestyle and interest-related keywords best for the first phase.
Brands can reach consumers at the recognition stage with generic product keywords, before moving on to the preference and action phases with branded keywords, Ms Liu suggested.
According to Hitwise, the majority of searches in the UK – nine in ten – are made up of branded keywords.
"There is no guarantee where a consumer will be at in the purchase cycle, so it’s important to be there, building your brand, at each moment of relevancy," Ms Liu commented in her blog post.
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