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Search Engine Strategies: San Jose - 2006 |
SES
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08.08.06
SES San Jose: Branding And Search
 By
Lee Odden
The Branding and Search session started out with Barbara Coll moderating and the following cast of characters: Ron Belanger from Yahoo! Search Marketing, Jonathan Mendez from OTTO Digital, Chris Copeland from Outrider Search Marketing, Mike Margolin from Targeted Marketing, RPA and Jenny Howell American Honda Motor Co. who did not speak, but was the topic of Mark Margolins presentation.
Just before this session started I ran into a prominent search marketer and we talked about some of the common questions related to search and branding. How do you sell clients on search marketing for branding purposes? Also, how do you best measure it? These questions and more were answered by the panel.
First up is Ron Belanger of Yahoo and his presentation, Nurturing your brand with search marketing. Ron posed the question, What is search and branding? and went to the dictionary for a definition. What he found was hardly appropriate (as was intended) for defining brand in terms of what brand means to search marketing. So he used a series of quotes from prominent individuals in the advertising world to help define brand:
Jeremy Bullmore - Customers build an image of a brand as birds build nests. From the scraps and straws they chance upon.
Its not just the advertising message, its every interaction that defines a brand.
David Ogilvy - Any damn fool can put on a deal, but it takes genius, faith and perseverence to create a brand.
Nittin Shah - Branding is not something where the entire investment happens overnight
and profits can be reaped the very next day. Its a continuous process and the
returns also come in a similar fashion.
When you talk about top brands, youre talking about emotions. How we define brand is how we feel about those companies.
Ron then checked Yahoo Answers to find out about some of the top rated brands:
Starbucks, Apple and Yahoo.
The value of search as a branding mechanism is not the medium. In fact, if a search
marketer is doing their job, theyre getting the visitor off the search results
as fast as possible. The branding does not happen within the 70 characters of
text in the ad, it takes place on the site.
Measurement - clicks, time spent on site.
Another quote:
David Verklin, CEO Carat Americas - Its hard to overstate the importance that search plays in marketing and advertising campaigns. Search will become ubiquitous. Search is becoming the behavior of choice. Our job as advertisers is to put our clients products in the path of search behavior.
Search often leads consumers to new brands and websites. Top ranking postitions in search often convey perceptions of leadership.
Every intereaction with a brand reinforces that brand. This is not limited to search for products, it can also occur with search for support and for other post purchase search situations.
Use appropriate measurement models.
- Brand
* Engagement - page views, time spent on site
* Value - score desired outcomes
* Brand lift
* Data overlays
* Yahoo Buzz/Google Trends
- Marketing Sales
* Online sales
* Use appropriate cookie window fhr product
- CRM
* How does search affect customer support
Shows example of a multichannel strategy.
Commercial: Guy going on a beer run during a commercial.
What keywords are important, but not necessarily relevant to the product for the
target audience? Online games. Next he describes an advergame
related to the beer run concept and how search terms related to beer run were
used to attract traffic.
Read
the rest of the article.
About the Author:
Lee Odden is President and Founder of TopRank
Online Marketing, specializing in organic SEO, blog marketing and online public
relations. Odden shares his marketing expertise at Online
Marketing Blog offering daily news, interviews and best practices. |
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