Putting Search Into The Marketing Mix

Dec 4, 2006 • 3:44 pm | comments (0) by twitter Google+ | Filed Under Search Engine Strategies 2006 Chicago
 

Andrew Goodman is moderating this session, he gives a nice intro - and says we are currently missing one of the speakers.

Kelly Graziadei of Yahoo is up first. Yahoo has spent a lot of time and money in research. They recently released a study on the long and windy round, that examined how consumers went through the buying process in different verticals. Search is part of the shopping process. Searchers are much more likely to read online reviews and write online reviews. They had a reach and release study in the apparel industry recently. Searchers were 47% likely to email a friend of an online buy. They used customer service chat 39% and much more juicy stats. Brand perception increases among those exposed to paid search listings vs. those unexposed. Brand perception increases among those that clicked through to the landing page. Yahoo and comscore released a study this AM, that shows for people who are exposed to both search and graphical ads lift 244% in online purchases and 89% in offline purchases. She talked about an old case study of a Miller Lite ad. GM and Chevy tagged their TV ads with a go to Yahoo! campaign.

Curtis Dueck from Epiar is now up. He showed some funny search queries. Why are people searching on these? The question is, how can we use this data? Search Frequency Research; people entering phrases into search engines, gathering search info around a selected topic, analyzing large volumes of phrases and their search frequencies, and looking for the meaning. Business market research, social trends and issue-bases research and just for fun reasons to do this type of research. Business Research: Suppose you run a music store, what products should I carry in my store? He posted a slide that shows a guitar topic, top phrases with searches for that keyword topic, first is guitar tabs, acoustic guitars and electric guitars is way down the list. He then shows brand searched for guitars, fender, gibson and martin are the top three. He then shows the topic of TVs, satellite, plasma, tv show, direct tv, lcd, etc. So plasma is top type of TV. Top brands are samsung, lg, Panasonic. You can also learn new product ideas; organic baby products is hot. Organic cotton, clothing, food, products, bedding, etc. Same with Jewelry; silver, fashion, costume, sterling, body, and gold, and diamonds at the end. You can also get consumer feedback; your auto needs EGR and PCV valves; ford, chevy, honda, dodge, toyota, etc. You can also learn about geo-specific insights with this data... We can learn about social trends, such as with downloads, people want free downloads, they want music downloads, and games and solitaires downloads. Then you can narrow it down to Microsoft Downloads and see windows, xp, internet explorer, etc. You can also see political affairs, such as the topic in Iraq, it is war, baghdad, news, jobs, video, map, soldiers, dinar, us, military, causalities, rape, etc. What about President George W. Bush; include, Iraq, his wife, foreign policy, education reform, tax cuts, education reform, etc. Healthcare topics; breast cancer, etc. Zoom into health care, and look at spasms; muscle, back, bladder, pain, etc. Education Resource; definition of software, blog definition, money market, etc... Pop Culture; Tiger Woods examples: wife, golf, pga, girlfriend in that order. An other example is NFL; football, schedule, jerseys, betting info, etc. Example NHL Hockey Player names; wayne Gretzky is number one. How and who can make use to this? Anyone who wants comprehensive information. Ended with some examples of private searches...

Massimo Burgio from Global Search Interactive and Xister. He plugs SEMPO... His company integrated search, they do not take away from the budget. It is designing effective strategies, it is about putting search in the mind of the clients or agencies.

Case One: Academia Barilla He explained what they do, I am not sure, something with food. They wanted to reposition the brand in the US. They set up a a consumer generated media organization, a promotional campaign to learn the perception of the food in the US. They came out with a poll advertising campaign. They came out with a long tail of keywords for each target of consumers. It was via PR, blogs, other means and search. The long tail of keywords will help with the content for the new web site. He talked about personas... They decided to use a ton of blog marketing methods, about 7 blogs to be launched. He then explained how the poll is used for search. He explained how everything is tied together.

Case Two: rifonazione comunista I think Ill leave this one for those only at SES. Sorry, some case studies, by nature, are hard to cover...

These posts may have spelling and grammar issues. These are session notes, written quickly and posted immediately after the session has been completed. Please excuse any grammar or spelling issues with session posts.

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