I was recently taking a survey from Jupiter or ClickZ (I don’t recall which) and one of the questions asked about measurement of success for search marketing. While a lot of what you hear from search marketers involves talk about fundamentals ranging from links to rankings to visitors and conversions, the answers offered in this survey included a pretty interesting mix:
- Increasing brand awareness
- Building buzz
- Search share of voice
- Improving brand favorability
- Increasing intent to purchase
- Maintaining brand exposure alongside competitors
- Engagement with rich media (i.e. video, animation)
- Engagement with photo galleries, social features, interactive calendars, local or destination information
- Maximizing value of sponsorships, celebrity endorsements
- Online purchase
- Lifetime revenue per user
- Profit per user
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