Certainly you remember from my previous messages that high-performing marketing organisations create exceptional user experiences. Let me explain to you where online advertising fits into this and more specifically google search ads. The google search ads experience helps people to accomplish their task at hand or achieve the value they seek in the moment.
This brand experience is called “Available” in the context framwork by Mathew Sweezey. It’s the opposite of a forced brand experience where you push your message to the largest audience possible and see what sticks.
The ultimate brand experience you are seeking is when people find you on their own.
Let me recap for you; You can think of forced experiences as magazine ads, billboards, TV or even online banner ads. Direct experiences range from emails to social media engagements and google search ads. The apex of organic experience are found by the people on their own time.
As always I hope this was useful for you and please feel free to leave a comment and share your thoughts with me.
But remember, as long as the Matterhorn stands, everything is going to be alright.
Cheers people.
Marketing in a Digital World 
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