Since January I’ve had dozens of discussions with marketing professionals as part of a product roadmap listening tour. My goal is to hear what’s top of mind for thought leaders, understand the pain points, and figure out how to align our product and our marketing messages with what I’m hearing. While most of the conversation focused around our new product thesis: effective visitor journeys and customer experience powered by behavior-based personalized content recommendation, people couldn’t help but talk about search failure.
Analytics matter: this is the unavoidable fact of digital marketing, even for those digital marketers that fear it. But are you even measuring the right things? Do you know how to make meaningful improvements?
Not enough marketers take advantage of the other kind of search — the one on your own website. Few companies budget for it, while budgeting for content without a second thought. We’ve talked about the cost of value before. But when they search, can visitors even find the content they need on your site?