Driving Traffic to your Site: From ‘Build it they will come’ to ‘ Go wherever your customers are’

[Co-authored with Hank Hillebrand, Tom Kavanaugh, and Jamie Yoder] In April of 2009, Consumers performed 137.2 million financial need-based search queries compared to only 16.6 million product and brand based queries. What does this tell us?  By looking into Consumers’ online search behavior, one can see that broader need-based searches capture significantly more attention than product-based [...]

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