Marketing, Sales and Anything Else

I'm Ben Bradley and this is my blog. I write about marketing, sales, technology and anything else that distracts me

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Findability is a business asset

The classic problem of information retrieval is how best to help people find the relatively small number of things they are looking for from a near-infinite set of possibilities.

The ability to be located and found, i.e. findability, is one of the most important facets of marketing today.

Findability, however, is not only about being found on the Internet or whether users can navigate a company’s website; it is also about the physical realm. Whether online or offline, findability is the customer’s capacity to access clear, useful information throughout the entire purchase decision process.

A prospect who is evaluating your company uses a process that includes the following key phases: defining selection sets, vendor research, vendor selection, vendor filtering and then purchase consummation. This can happen online or offline. Understanding your findability inside eash of these phases is critically important.

The company that devotes the time and effort to understand and incorporate findability into each element of the decision process has much to gain. Organizations that support the customer in finding the information required through the purchase decision process will find, in the concept of findability, a direct and very positive correlation between findability and increased sales.

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