I was talking to a friend who does marketing at EMC, a gigantic and successful technology company (over 30,000 employees). I asked him what he thought some of the most important marketing activities were that they did at EMC. He gave me the normal "old school" marketing answer about paying analysts a bunch of money to write reports, developing customer case studies, presenting at conferences, etc.
I asked him to tell me how to describe EMC in two words, and I suggested the phrase "data storage". He said that they would prefer "information infrastructure". I said, let's do an experiment with both terms. I did a simple Google search for each phrase, you can see the results below by clicking on the links. I was shocked to see that EMC is not on the first page for either search phrase.
How could a company as large as EMC not be listed in search engines for a basic search term that describes their company? This is like opening the Yellow Pages in 1990 and looking under "car rental" and not seeing an ad for Hertz!