August 1, 2007
MODERATOR:
Jeffrey Pruitt, President, SEMPO, and Executive VP, Search, iCrossing
PANELISTS:
Kelly Graziadei, Senior Director, Agency Development, Yahoo! Search Marketing
James Colborn, Group Marketing Manager, adCenter Communications Group, Microsoft
Kevin Willer, Central Region Development Manager, Google
James Colbourn, Microsoft
Kelly Graziadei, Yahoo!
Think about the many different faces of search.
– The Researcher – look at Yahoo! Buzz to create an audience pyramid. Look at other content. Miller Beer Run. Showed a campaign with getting the beer – Yahoo! created the game and got excellent results
– The Reputation Manager – geo-targeting, ad testing, etc. Jet Blue built a campaign to respond to negative news.
– The Brand Manager – 79% introduced to new brands in search and 61% expect brand leaders to be consistently in the top of search results.
– The Great Integrator – TV, web, games, mobile all at the same time.
– The Advocate – Searchers are advocates that build brands through social media – significant in the pre and post purchase mode.
Kevin Willer, Google
– Information silos in the past. You almost needed a search engine for the search engines. Now all the silos are in one universal search.
Google Promotion – search for Bourne – showed how the site with Youtube
Search for PR. – You need to be ready to answer those searches
Search the New Performance Link – showed Motorola example and Presidential campaign data for Hilary Clinton, Barack Obama, Giuliani, John McCain, Mitt Romney (He said the
We want to start thinking about search in different ways.
James Colbourn, Microsoft
Search Today: A Performance Tool
– To increase brand awareness
– To Sell Products
– To Generate Leads
– To Drive Traffic To Company Website
How do advertisers measure success?
– Traffic
– Conversions
– Impressions
– ROI
Brand, Awareness, Acquisition Tool and Lead Generator
Search as a research tool is a leading indicator for:
– A Business
– An Industry
Beyond Search
– Media Buying
– Budget Allocation
– PR Activity
The potential for search is higher than current usage…