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!