10 March 2016

The importance of site search in push and pull marketing

Tags:Marketing

In this day and age, customers expect personalised experiences across every touch point and on every device. We’re impatient - that’s nothing new - but what is, is the number of ways in which marketers can interact with their prospects and customers.

The increased use of mobile, wearables, and other on-the-go technology has driven the rise of Push Internet - the act of pushing content to customers’ devices. Marketing in this way is an increasingly important, proactive tool to bolster relationships, as marketers have the opportunity to learn more about their customers and personalise the messaging that they receive.

But for every action, there is an equal and opposite reaction, so for every push, there generally has to be an initial pull - and this is where modern Site Search comes in.

Why Site Search?

Organisations that have thought or are thinking about the importance of Site Search are in the right place to embrace Push Internet (and anything else on the horizon for that matter), as it’s Site Search that unlocks your ability to get personal.

On the most part, customers will land on your website knowing what they are looking for and will use your search bar to find it. This is the traditional view of search and only a small part of its functionality because, by integrating it with Marketing Automation, CMS and CRM, marketers are able to capture data from the initial pull interaction and use it to later build and strengthen relationships via push.

How this might look

There are many ways that these technologies can interact to personalise experiences, but there is always one constant: Site Search. Site Search will find the relevant content, no matter where in your web of systems and databases it lies, and return it to your customers.

Search queries and the following engagement can all be logged with Marketing Automation and updated in your CRM. Depending on your organisation and the goals you look to achieve, various actions can trigger pushes, resulting in your customers being served relevant, personal content that’s of interest to them.

Forming this kind of relationship means that customers feel valued and will enable you to serve them better, enabling you to drive the wheel of engagement and brand recognition.

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