Curio

Jerry Welsh, one of the prominent marketing strategists, defines Ambush marketing as an associative marketing technique used by advertisers to capitalize on the awareness, attention, goodwill, and other benefits generated by some other entity or event without having a direct association with the entity or the event. One can find a lot of examples of Ambush marketing around themselves right from online advertisement space to Out-of-Home advertisement space. However, one of the interesting forms of Ambush Marketing we come across these days is in search advertisements . If we talk in the customer buying journey realm , we cannot neglect the fact that search engines play a vital role between the awareness stage and consideration stage. Since most of the product search today start with Google, Baidu, Bing, or any other search engine, it becomes essential for the companies to appear in the top four positions in the search engine page result (SERP) to get a share of user’s attention. ...

It’s very irritating for any user when he lands on the 404 error page. It just not deteriorates the user’s overall experience but it also affects the company in terms of image and lost in sales or further engagement with the user. According to one of the articles published by impact, roughly 73.7% of the users abandon their search when they first-time experience a 404 error. Thus, it is just not a technical glitch from the company’s perspective; but it’s serious trouble for the sales team. So, what a company can do about it. Well, one of the best approaches is to reduce the user’s irritation by showing them a page with subtle humor instead of showing them a screen full of technical jargon. However, a page with just humor will not serve the purpose; it is essential that we direct the user to suggest what next? Thus, it is crucial that we provide links to the homepage and other relevant pages correlated to the user’s search. Some of the classic examples which I came across thr...