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discoverability marketing

Contributor(s): Ivy Wigmore

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

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