Before you read the rest of this post, go to Google and try searching for “Amazon.” You’ll probably notice that the top two listings are both for Amazon’s website, with the first appearing on a light beige background. If you click on the first — a paid search ad — Amazon will pay Google for attracting your business. If you click on the second, Amazon gets your business but Google gets nothing. Try “Macys,” “Walgreens,” and “Sports Authority” — you’ll see the same thing.
THIS IS FABULOUS. Read it.
I have been railing about this kind of thing forever it seems. Certainly since before the Web took over. I’ve never said that advertising does not work — though I’ve been accused of it many times — but you have to know how and why you are advertising. And, most importantly, to whom.
This is great stuff. Don’t take my word for it. It’s the Harvard Business Review, fer chrissakes!