Google is the marketing version of the “closer”

As 2008 baseball seasons opening day has arrived, I feel it’s appropriate to link baseball and Google together. Many people give Google so much credit for being the ultimate direct marketing tool and greatest ROI marketing tool there is. Many of them are correct, but for Google to be that effective, it needs a mass audience to increase their awareness enough to go online and purchase. I see Google as the closing pitcher in a baseball game and other mass media as the starting pitcher and middle relievers who do a lot of the legwork, sometimes only facing one batter only to hand the ball and the “save” to the closer.

TV, radio, print, direct mail, display advertising, and all other mediums are the starting pitchers and middle relievers that do so much work to get the team in the correct place to bring in the “ace”. This for marketing in may eyes is Google and Yahoo. The mass mediums drive awareness and brands through the heads of individuals and when they are ready to learn more or buy online, Google is there to save the day.

Brands must make sure they have a strong closer (search campaign) to compliment their Cy Young (traditional media). They must also utilize technology to evaluate the starting pitcher and middle relievers to see their effect on the overall success, and not just give 100% of the credit to ace Google.

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