The database of intention. On November 13th, 2003 John Battle wrote a post on the Database of intention, a central theme from his book 'The Search'. The concept suggested that Google search was providing a live tool to track the intention of humanity.
The database of preferences? 7 years later, Brand leaders across industries often gets more interest than generic categories - in other world user search more for their favorite brand and less generic terms. It may be compared with the first hypermarkets opening in the 50's - at first, housewives looked at all products but soon they would pick up a favorite brand. In 2010, online shelves are infinite and the digital housewife finds her way to her favorite brand.
What does it mean for online advertisers? In the case of Vistaprint, their AdWords direct response strategy created a strong online brand: since xxx Vistaprint drives more interest than 'Business cards'. It highlights the opportunity to move up investment in the marketing funnel - driving conversions, leads and traffic to their website now relates to their ability to increase brand awareness and build a brand territory. For Vistaprint, building a brand territory meant changing their position from "Best Print. Best Price' to 'Make an Impression' and exploring offline branding campaigns - as online advertisers compete for digital shelves, we will see an acceleration of video ads format to stick their message.
The focus Suse vide a sticky format and target a specific audience.
Thanks to Victor Herrero, Ana Chapinal and Alonso in DCS Spain for their insights and hard work to develop Vistaprint in EMEA.
