Stay Thirsty My Friends

By David Gould, President

As search marketers, we thirst for the day when search will be universally seen as a full fledged member of the marketing mix and not just another discreet direct marketing tool … the day when search is seamlessly integrated into the marketing strategy and considered as a vehicle for branding and awareness as well as direct response.

We’ve made progress over the past few years and the doors are continuing to open. Recently, Google adjusted its Adwords policy to allow search ads for beer. Not too many folks buy beer online, leading you to believe that the value here for brewers is in branding and awareness.

Of course, most would have argued that Google’s policy change has nothing to do with promoting the value of search beyond DR, but is really connected to increased revenue opportunity. Regardless, the opportunity now exists for brewers to reach us via a Google search and some already are.

Dos Equis introduced us to the Most Interesting Man in the World(www.staythirstymyfriends.com ). I recently drove across the Damen Avenue bridge in Chicago and looked up to see the Most Interesting Man in the World staring back down at me from an overbearing billboard. Much like F. Scott Fitzgerald’s omnipresent Eyes of Dr. T.J. Eckleberg keeping tabs on the likes of the Great Gatsby and Daisy as they traversed the ash heaps of Long Island, I got the feeling this Man knew something about me.

I’ve had the Most Interesting Man in the World talk to me on the TV, on radio, from billboards and on YouTube. All channels geared toward branding and awareness. But most recently, I conducted a quick search for “interesting man”, guess who popped up … my main man, The Most Interesting Man in the World.

I can go to his website and sign up to become his assistant. I can see where he’s been, what he’s done and why he’s so cool. I really want to be like this guy … and as you may know, he doesn’t often drink beer, but when he does, he prefers Dos Equis … sold.