This holiday season, Yahoo!'s senior director of global advertiser strategies advises us to leverage consumer desires to build brand awareness, affinity and loyalty.

Search Engine Marketing (SEM) is arguably the most revolutionary thing that has happened to direct marketing since the invention of the electronic database. Measurability, creative testing, a low cost of entry and the ability to laser target all make it the darling of sophisticated direct marketers and data analysts. At search conferences and in the pages of industry publications such as this one, we often hear about savvy marketers who are moving "up the funnel" by targeting consumers earlier on in their buy cycle. They are able to do this effectively and efficiently through the sophisticated measurement models that are now available to search marketers.

While it is invigorating to see innovation in the areas of performance measurement, most search marketers don't realize that they are operating in a microcosm by targeting the bottom few deciles of searches. This smaller subset of inventory represents only the lower segments of the consideration funnel, so why are marketers competing so fiercely for it? Is the famous marketing funnel really the end-all, be-all for search marketers? 

Here's an idea: let's throw the funnel aside and, for the next 1,200 words or so, "think outside the funnel" and explore some interesting ways to leverage search within the context of an integrated marketing campaign.

The wonderful thing about search marketing is that there are times when a consumer is looking precisely for the product or service you have to sell. The reality is that searchers often use search engines to do a whole lot more than look for products and services. The aspect of search that remains constant, however, is the incredible engagement factor of conducting a search. The very act of querying for a topic of interest, then actively scanning the page for the most interesting results, and then clicking on a web page makes the searcher a willing recipient of a compelling message.

The key here is compelling. A savvy marketer can create a compelling message, even though it may not be a "buy now, receive free shipping" call to action.

Miller's "Beer Run Game" and search

Let's take the example of a 20-something, recent college graduate who is in need of a break after a three hour job search on Hotjobs or Monster. Looking for a fun diversion, the recent graduate does a search for "online games" or "free games" into his favorite search engine. Among the search results is a listing for "Miller Beer Run Game."

That's worth a click, don't you think?

The resulting landing page experience is a micro-site for an online game from Miller entitled "Beer Run," in which "the clock is ticking, you're out of Miller Lite. Can you make the Beer Run?" The game is instantly playable, humorous and engaging. It also features Miller beer so prominently in the game play that the branding factor and the entertainment factor are fused. For a mere 16 cents, Miller is successfully targeting consumers who are subsequently engaging with its brand for five, 10 or even 15 minutes. The first time I found this site I not only played for 10 minutes, but I then emailed half a dozen friends. (Even more scandalous: my wife works for a competing beer company, making my time spent on the site and the resulting viral recommendations that much more of a strategic win for Miller).

The Honda Element: advergames and search

A similar example can be found with the advergame created by Rubin Postaer and Associates Interactive (RPA) for the Honda Element. While the concept of using an advergame to build awareness and affinity is not new, this particular search execution is worthy of note. The game is pretty simple (truth be told, I spent more time on the Miller game) and allows the user to drive an Element around an island filled with wise-cracking animals.

One such animal is the "possum." RPA is managing the keyword "possum" as part of the larger portfolio for this campaign. The creative is clever and effective. On Yahoo!, the title reads, "See the Possum in its Element," and the copy reads, "Come play a game or two with a possum and the Element on an adventure-filled island. The Element is definitely a different animal. View the Element commercials now."

The landing page experience continues the possum theme. We are met with a possum hanging upside down greeting visitors with a speech bubble saying, "Hey, what's happening, chief? I'm pretty good…I guess." It's fun. It's engaging, and more importantly, it matches the consumer intent enough to pass muster with multiple search providers' editorial processes.

It also represents a creative way to expand the campaign without greatly expanding costs. The keyword "possum" is anywhere between 50 to 90 percent less than the brand, nameplate or vehicle category keywords.