Exploiting Search to Grow Your Brand. Dean Harvey, Director, Spannerworks. Summary. Marketing models (e.g. AIDA) are not being effectively translated into search strategy which is largely direct response The search buy cycle is influenced by a wide range of factors
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Dean Harvey, Director, Spannerworks
Source: DoubleClick, Search Before the Purchase, Feb 05
SEM facilitates measurable buying niche marketing into the buy cycle
“Search delivers buying receptive audiences looking to interact with your brand. If your business is not utilising this vital tool to its maximum potential, your customers’ online journey to your brand will have ended before it has even begun.”
Source: IAB ‘Search and your brand’
Source: Internet Advertising Bureau / PricewaterhouseCoopers
IAB/PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC).
"We sold more books today that didn't sell at all yesterday than we sold today of all the books that did sell yesterday.“
How does it than we sold today of all the books that did sell yesterday.“work in practice?
90% traffic from generic terms, 10% from tail
12.7% annual increase in visits
What influences the than we sold today of all the books that did sell yesterday.“search buy cycle?
Source: DoubleClick Touchpoints III, July 2005
How does social media affect my customers search journey? than we sold today of all the books that did sell yesterday.“
In a Market Sentinel survey of ACNielsen’s top 50 UK grocery brands, it was found that 40% of them had critical or negative commentary in the top 10 Google results
Source: IAB ‘Search and your Brand’
If you leverage the long tail in paid search, do you do it in natural search?
What is your long-term strategy?