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
Source: IAB ‘Search and your brand’
Source: Internet Advertising Bureau / PricewaterhouseCoopers
IAB/PricewaterhouseCoopers (PwC) and the World Advertising Research Centre (WARC).
90% traffic from generic terms, 10% from tail
12.7% annual increase in visits
Source: DoubleClick Touchpoints III, July 2005
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’
What is your long-term strategy?