What’s easier: give people your web address or ask them to Google a phrase such as “Where can I find the UK’s cheapest cars?“
I’ve blogged before about the trend in some advertising towards giving people phrases to Google rather than asking them to remember a web address to visit. Martin Belam has spotted another example, this time a newspaper advert for CarGiant.co.uk which pushes people towards Googling that phrase. In some circumstances asking people to remember a phrase to Google, rather than a web address, is a good idea.
But in this case, as he says:
I just can’t get my head around what happened in the meeting where they decided “search for ‘where can I find the UKs cheapest cars'” was a catchier marketing message than “search for ‘cargiant'” or just drilling home ‘visit cargiant.co.uk’.