What is discoverability marketing? - Definition from WhatIs.com

Definition

discoverability marketing

Part of the Customer data management glossary:

Discoverability marketing is the practice of making it easier for customers or potential customers to find products when they are actively looking for them or have demonstrated a need for them. 

Search engine optimization (SEO) is a simple example of discoverability marketing. Businesses tweak elements of their websites to improve their SEO and, as a result, have their sites rank higher on search engine results pages (SERP) so that someone who is looking for a product they sell sees their site before a competitor's.

In a more sophisticated approach known as contextual marketing, people are presented with ads based on their recent browsing behavior. For example, someone who reads mid-range car reviews and an article about fuel-efficient models might be presented with advertising for hybrid cars and biofuels.

Discoverability marketing is intended to be less intrusive than older models, such as email and television ad campaigns, which are sometimes called interrupt marketing. Nevertheless, some people are uncomfortable with the idea that businesses are watching their online communications in the interests of selling them products.

Discoverability marketing is one component of digital CRM

This was last updated in February 2013
Contributor(s): Ivy Wigmore
Posted by: Margaret Rouse

Related Terms

Definitions

  • age of the customer

    - Age of the customer is the concept that consumers are more empowered than ever because they can access information about products and services over the Internet in real time.  (SearchCRM.com)

  • enterprise search

    - Enterprise search is the organized retrieval of structured and unstructured data within an organization. (WhatIs.com)

  • health informatics

    - Health informatics, a term that includes narrower fields such as clinical and nursing informatics, is the study and management of health information. (SearchHealthIT.com)

Glossaries

  • Customer data management

    - Terms related to customer data management, including customer data integration (CDI) technology definitions and words and phrases about data quality and data governance.

  • Internet applications

    - This WhatIs.com glossary contains terms related to Internet applications, including definitions about Software as a Service (SaaS) delivery models and words and phrases about web sites, e-commerce ...

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