All marketing is search marketing. All media drives search. I'm not the first person to observe this, but I think it bears a closer look.
When you track popular search terms (try trends.google.com or Yahoo's Buzz Index), you'll find direct correlations between advertising campaigns, world events and search terms.
I remember the first time I heard about Zillow on the radio. I had no recollection of the URL, but I typed "real estate values" into Google next time I was online and found the site.
And if I'm shopping for a Sony camera, I don't go to Sony.com. I don't even go to Amazon.com. I go to Google and search on Sony cameras with a site:amazon.com. Sony is selling products on Amazon and I'm searching Amazon with Google. I like to tell clients and colleagues that Google is their homepage, because that is how consumers are entering their sites. In my case, Google is the homepage for Sony and Amazon.
And therein lies some challenges.
Go ahead and Google on your company. I'll wait.
Okay, what did you find? My guess is that two and half of the results on the first page of Google results were generated by consumers. Let's see, bet Wikipedia is about #7, maybe a blog about your site, maybe even an "anti" site that is critical of your company.
So, the first reason I contend that Buzz matters is that Google is your new homepage, and searchers looking for your site will find a whole lot of Buzz content on that new homepage.
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