Search is not a tool or space only for the searcher to find something or the marketer to push its campaigns and be visible. If search should instead become a true pull marketing channel I think it is crucial that it also serves as an input source to the marketer rather than just a channel. A marketer knows that all channels in its organization will be affected by the marketing conducted and that it also can hit or serve your company the other way around. This means that every activity in the organization will be affected by your search marketing as well as the search marketing will be a resource to them.

This will take search marketing to a new level of efficiency that is also result driven not only by delivering leads but also by delivering a better product and better service to your clients.

Internet and later on search engines were never built originally as a way to attract a searcher to show advertisements. They were built to enhance and solve someone’s problem.  So for all of us marketers who believe in true marketing and happened to have a product worth selling, we need to adapt and understand the intent of the searchers mind and be clever in using it as a feed back channel instead of maybe just a new media space or attention spot.

This is why search input becomes a valuable resource. It is valuable to the marketing team to pass on internally as resource to conduct better internal marketing i.e. producing and sell products that people want and have a better perception of, because this will make the customers more satisfied and that in reality effects the overall branding perception and future sales.