Enquiro's Approach to Marketing

In the past 10 years, there has been a fundamental shift in the marketing landscape. More and more, marketing strategies have had to adjust to accommodate the increasingly empowered customer. The advent of online has changed the rules of the marketing game fundamentally.

Nowhere is this new customer empowerment more readily seen then in the advent of search marketing. Marketing has traditionally always been a push strategy. Marketing messages have been pushed out to prospective customers and, in large part, that make communication was very much one way. But with search, customers now exercise their power by looking specifically for what it is they want to buy. Push becomes pull, and it's the prospect doing the pulling. They are firmly in the driver's seat, as they compare their options, research their alternatives and eventually make their buying decisions. A vast amount of this activity is exercised through the major search engines online.

In its earliest stages, search marketing was primarily a direct response medium. And it was extraordinarily successful in that role. What could be easier than providing an opportunity to buy to a customer who has already expressed their desire to buy? You simply had to match the right message at the right time. But as we understand more and more about search, we understand that there are several touch points where you can interact with the customer. And nowhere is this truer than in business-to-business marketing. Typically, business-to-business purchases are ones that require more research by more people over a longer period of time. This means that there are a number of places where they could turn to a search engine to assist them with their research. Over the course of weeks or months there may be many interactions with search engines and various online destinations, including your site. Each one of those touch points give you an opportunity to create a relationship with the prospect and, ideally, turn them into a customer.

But to effectively leverage this potential of online, one cannot stop at the easy answers. You have to move beyond direct response and to start to understand the intent and the goals of your perspective customer. You have to understand what it is they want to do and firmly understand that they will remain in control and that all we can do is to successfully intersect with their research activity at the optimum times. It's all about laying a persuasive path for your prospects and giving them exactly what they need to help them in their purchase.

This new approach to marketing is something we call empowered customer marketing. There are many aspects to it, including the ability for a customer to initiate a relationship with a vendor through a specific request for information, usually made through a search engine. But it also includes emerging influencers like social networks and consumer generated media. It recognizes the increasing power of the individual, realized through a voice that can be heard by more and more people, thanks to the Internet.

Enquiro works with you to effectively understand the new realities of empowered customer marketing and to use search in your online presence as a powerful path to create new relationships with prospects. We've built a total approach to marketing, which we call the user process. It's comprised of four fundamental steps.

Understanding

First we have to understand exactly who your customer is and what it is they wanted to. Enquiro has led the way with our groundbreaking research and understanding how users interact with search and online properties. We’re one of the few marketing companies in the world with in-house eye tracking and usability labs. But, in addition to our industry research, we work with you to truly understand the goals and intent of your target market. We create personas to help us step into the mind space of that target market and see your site and the relationship path you offer, through their eyes.

Strategy

Once we have a deep basic understanding of your target market, we can then start putting together the right strategy to intersect with them at the optimum times. We understand the paths they tend to take online and the factors that influence their buying decisions. We can work with you to ensure that when they touch your brand, your marketing strategy is directly aligned with what it is they wanted to do.

Execution

At Enquiro, we embrace continuous improvement. We consistently find ways to deliver results better. We are constantly looking for best practices in individual tactics and best-of-breed technology to help execute on those tactics. Our team members not only stay on top of the latest industry developments, but our solution line owners have become thought leaders in their individual areas. We have strong working ties with each of the engines, so we can get the first look at new developments that are rolling out and how that will impact our delivery of services and your campaign success.

Relationships

Search marketing should go far beyond lead generation. It should be the first step in an ongoing and effective relationship building process. And the search marketing strategy can only be successful if it takes as long term view. Some of the greatest value we can offer is insight in how to build stronger relationships with new customers and existing ones. We can help you understand how they interact with your site and how you can add functionality, aligned with your goals and objectives.