Question

A marketer has created a new product that no one has ever heard of and, at this point, no one even realizes they have a need for. as such the brand needs to create awareness and educate people on the product and the need it fills. the brand elects to use search engine marketing. is this a good choice?

Answer 1

No. As the product is absolutely unknown, and nobody even realizes they need it, nobody will search for it on the Internet, so there would be no return-on-investment in this case. First off, the company should launch educating campaigns, which would inform the potential audience about the set of problems the product can solve. Search engine marketing would come at a later stage when brand awareness is raised enough.