Most marketers consider search to be a point-of-purchase moment, but Sean Cummings, a VP at search innovator Dipsie, reminds us that people can click to connect, not just click to buy.
iMedia Connection: Can Search Build Brands? by Sean Cummings
You can build a brand through search, but only by smartly identifying those people who influence the cluster you are targeting, and then triggering their word-of-mouth for your product. Search can trigger interest and purchase, increase knowledge about a topic or product attribute, but the consumer must have primary interaction with the actual product to develop those neural highways of brand influence.