Eric Siu argues search is the best marketing channel because people use it with clear intent, unlike email, social media, or TV where they're passive. When someone searches for a cheap laptop or credit cards for bad credit, they're ready to buy.
The best marketing channel is where people spend the least amount of time. What do you use email for on a daily basis? Communicate. What do you spend on social media? Just mindless scrolling, right? Scrolling, right? When you watch a TV show, you're watching it for entertainment. Yeah. You're not watching it to buy something. Yeah, I'm passively consuming. Same here. But when you do a Google search— I have intention. Yes. If you search for a cheap laptop, you're looking to buy a cheap laptop. If you look for credit cards for people with bad credit, you're looking for a credit card solution. And you're not spending that much time on search, you're just clicking through to a website. Intention-based.
