SearchEngineWatch.com
- Super Searchers on Madison Avenue
By Chris Sherman, Associate Editor
In the high
pressure world of advertising, researchers need to be both good
and fast. In the most recent addition to the Super Searcher series,
some of Madison Avenue's best information sleuths share their secrets.
Effective
advertising involves much more than creative pitches to buy stuff.
Successful campaigns are assembled by teams that blend clever
messaging with specific knowledge of target markets, demographics,
product knowledge, and countless other factors.
In practice,
this means using deep, thorough research as a core strategic component
of a campaign. Super Searchers on Madison Avenue, by Grace Avellana
Villamora, profiles thirteen advertising researchers working at
top international agencies such as TBWA\Chiat\Day, Leo Burnett
and Interpublic, revealing the search tactics that allow them
to survive and thrive in this intense business.
While a core
focus of the book is on searching the web, there's also a ton
of useful information related to compiling and presenting results.
Culling information and presenting only the most relevant -- in
effect, reducing information overload for users -- is a key skill
practiced by all of these searchers.
Villamora's
interviews are wide ranging, eliciting not only tips and techniques
for more effective research, but interesting personal information
as well. I particularly like the stories related to challenging
or surprising requests for information -- for example, do top
fashion designers like Ralph Lauren and Calvin Klein wear Levis?
What are examples of spectacular product failures?
Some other
great tips from these super searchers:
- Search
proactively so that you'll have the answers, or at least the
best resources, at the ready. This is particularly helpful if
you're in a high-pressure situation where you need to find information
on deadline.
- If you're
looking for consumer information, online "complaint" forums
such as Planet Feedback, Complaint Repair,
and even Google Groups are a gold mine.
- Use specialized
directories to search for experts, then contact them directly
by email or phone.
- If you're
looking for information on obsolete or discontinued products,
your first stop should be eBay.
- A great
resource to see what's hot and what's not in advertising is
Ad Critic.
The list of
referenced sites and sources is extensive, covering more than
300 resources, and even better, is available online with direct
links whenever possible.
Like all of
the other books in CyberAge Books Super Searcher series, Super
Searchers on Madison Avenue is packed with practical tips useful
for anyone who spends time searching, whether you're involved
with the advertising industry or not. It's a worthy addition to
any searcher's library.
Super Searchers
on Madison Avenue
by Grace Avellana Villamora
CyberAge Books - $24.95
ISBN 0-910965-63-3
Disclosure:
CyberAge Books is the publisher of my book, The Invisible
Web, co-authored with Gary Price. Apart from this, I have
no further professional connection with either CyberAge Books
or with the author of Super Searchers on Madison Avenue.
