Ford Motor Company’s Dearborn Search and Visibility Concept

The shopping experience is evolving and it all starts with the customer. We are used to the term ‘B2C- Business to Customer’, however these days the customer is more in charge than ever before. Today we live in a ‘C2B – Consumer to Business’ society. In order to have success, an organization needs to ensure visibility when potential customers search for them.

Dearborn, Michigan based Ford Motor Company is one of the world’s top automotive manufacturers. One of the ways that they have been able to maintain that position is the search and visibility concept practiced by the organization. C2B consumers tend to research products and manufacturers before they make a purchase. Ford Motor Company ensures that when shoppers search the term ‘Ford’ on a search engine, that their company dominates the search engine results page. One way for a business to dominate the search engine results page is to buy their own brand name.

There is some debate among marketers as to if buying brand name is a wise investment or a waste of time and money. I am one of those marketers that fully believes in buying brand name. There are huge benefits to having a paid search campaign accompany an SEO strategy. Google conducted a study in 2012 that showed when paid listings were not displayed along with organic listings, overall clicks decreased. Showing up two times with a paid ad along with an organic listing doubles an organizations visibility to shoppers. Buying brand name also defends an organization’s home turf. By taking up the paid ad real estate, Ford stops companies like General Motors from showing up for that search as a top result.

The Dearborn search and visibility concept practiced by Ford Motor Company has transitioned the company into the digital age and they continue to see growth. Ford has one of the best  digital marketing programs in Michigan and in the world.For more information on Ford Motor Company, visit their website at www.ford.com or search for them on Google, they’ll show up!

So what is digital marketing?

Digital marketing is the process of building and maintaining customer relationships through a variety of digital media channels. Devices that are capable of serving up digital ads include desktop and laptop computers, smartphones, tablets, video game consoles, and the list is growing! As internet users surf the web, their behaviors are recorded and are quantified into data. This data is used by digital marketers to target the right person, with the right message, at the right time. Return on advertising budgets are increasing due to the precise targeting methods used by best digital marketers.
Best Digital Marketing Programs in Michigan is devoted to the best programs for digital marketing in the state of Michigan. I’ve explored educational programs but I also want to discuss digital marketing programs that can be used to reach an audience. It is not enough for a business to just have a website in this day and age. There are also need to be digital pathways that lead to and extend from that website. This is where digital marketing comes in.
By utilizing Search Engine Marketing (SEM) through a platform such as Google AdWords, an organization can pay to have their ad served to people that are actively seeking a product or service through a search engine. With an effective Search Engine Optimization (SEO) strategy, that same organization can dominate a search engine result page with organic results. SEO helps to maximize free clicks to a website through a search engine. Display marketing includes banner ads and pre-roll video ads. Display is a great way to generate brand awareness and is used to behaviorally target and to re-target potential customers. Social media channels like Facebook and Twitter are utilized to serve display ads and to keep an ongoing dialogue going with customers.
In the digital age, consumers do a great amount of research before making a purchase. With the right digital marketing mix, Michigan businesses have the ability to target the right person, at the right time, with the right message.