Here’s an interesting idea from Norton, the internet security software manufacturer. To garner interest in a category not famed for being particularly interesting, they’ve decided to help people in the Nordics make the most of their personal search engine presence.
Based on the the notion that people often Google other people by name, but that there is very little control over how Google represents individuals in its search, its new proposition Top Search promises to buy-up Google Ads on behalf of individuals, so that they can rank first in search results, and importantly, link to a site of their own choosing. [Watch].
Using a media budget in this way to empower users to promote themselves is thought-provoking, and resonant in a world where peoples’ individual and personal brands are becoming ever-more important.