Branding Engagement Via Search Marketing
ClickZ Experts on Paid Search Strategies: "By Kevin Lee...The Internet and search engine new-user tide has virtually dried up in the U.S., according to a Nielsen report, which states the unique visitor growth rate is nearing zero. Yet the number of pages viewed per person is growing rapidly in certain verticals, indicating a shift in online media consumption. Clearly, as the percentage of time spent online grows and the percentage of time spent with other media drops, traditional marketers will follow direct marketers online (including to search marketing)."Lee asks: "Which metric is right for search, once a marketer extends a campaign beyond obvious keywords that relate to the brand?" and "how brand marketers should approach search."
Lee concludes: "The key is the search ad isn't the complete ad message. It's only the beginning of the ad experience, even if the ad isn't clicked. When the ad is clicked, the experience continues at the marketer's site. If you're a brand or integrated marketer building media models that measure the true value of advertising and even predict the success of ads used in conjunction, consider measures of brand engagement. Audiences and consumers often regard advertising as content, your content.
This holistic view takes the idea of media beyond ad delivery to ad and branding message consumption. Consumption of marketing messages over time is more likely to generate emotional response. As marketers, that's what we want... learn how to apply holistic media models to their campaigns and look beyond immediate conversion to a more realistic picture. Consumers build purchase preferences over time for many products and services, not merely at the last search touch point before purchase."
posted by Jen @ 8:47 AM
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