With the huge increase in the influence of the internet on marketing, the way marketers target their customers is rapidly changing. As a marketing student, it was often taught that the terminology and wording with which we target customers can have a significant impact on branding. Has the internet changed the importance of a carefully structured message? Or, has that carefully structured message simply changed to become one that is structured around internet marketing instead of brand image and traditional marketing tactics?

It is clear that Search Engine Optimization (SEO) plays a large role in marketing. One main component to SEO is doing proper keyword research and then optimizing the content based on select keywords with a high potential return on investment. This process often results in long tail terms with a great likelihood of top rankings for the effort put forth in optimization and link building.

What happens however, when the keywords you need to target go against tradition and go against brand image? Do you change your messaging strategy as a whole to adapt to the new keywords? Do you create new content and optimize that content online for the newly discovered keywords, leaving your traditional marketing alone to help maintain brand image?

How important is it that you optimize your site for the right keyword? Well, the answer likely depends on your industry and the various keywords you are targeting.

Using one of Googles Keyword tools I did a few queries comparing some traditional terms you would likely use in a campaign vs terms that have higher search volume and may go against your messaging strategy.

Cheap Shoes Vs. Discount Shoes

When comparing the keyword cheap shoes and discount shoes, it is clear that there are significantly more searches for cheap shoes with a relatively equal level of competition for the term. Which keywords would you use on your website?

Let’s take a look at another example.

Used Cars Vs. Preowned Cars

Car Dealerships across the country have transitioned their “used car lot” to a preowned, or even certified preowned lot. Clearly, people are still looking for used cars. When designing a website for a car dealership, should your page listing used cars be optimized for “used cars” or should it be optimized for “preowned cars.” If you answered used cars, would you then go and make your marketing message consistent and adjust all of your campaigns to reflect this “used car” messaging? Does the type of car you are selling change your messaging?

How about Cheap Cars?

As a car dealer or manufacturer do you want to optimize your site for the term “cheap cars”? How does optimizing for the words “cheap cars” impact your overall brand image? A Google search for cheap cars results in an Acura sponsored link, as well as Google noting “brands for cheap cars: Toyota, Honda, Hyundai, Kia, and Nissan.”

Would you want your brand listed? Is an Acura really a cheap car? How does Acura targeting the keyword “cheap cars” impact the perception of their brand?
Are the 550,000 monthly searches for the term cheap cars worth optimizing for? Or would ranking first for the word “cheap cars” lower your overall brand image?

At this point you start to get into the economics of the issue. Will I sell enough cars as a result of the exposure to compensate for the reduced brand image?

Lets Step away from Brand Value

What about something such as TV vs Television? You are an electronics store looking to sell more televisions. Do you optimize your messaging for TV or for Television? Do you use different messaging online vs in store vs print vs radio?

Search volume would indicate that term to optimize for is TV. However, is someone who is going to type out the full word television more likely to buy? If they commit to typing out the word television, are they more likely to spend more? Will you sell more TVs as a result of people coming to your website/store or will you sell more televisions?

Study the Effect of the Internet on Messaging Strategy

I am sure there are hundreds if not thousands of comparisons that can be made. Have the major brands of the world done these studies? Are marketers making educated decisions when they decide to craft their messaging strategy?

I would love to work on a study to really identify the value in messaging of cheap vs discount, or TV vs Television. Grad Students, please use this idea, make it your thesis, and share the results. If I could go back to school right now and work with a company large enough to create statistically significant data to back a study like the one I have proposed, I would love to do it.

Has a study like this been done? If so please share the results!