Search-marketing-and-branding Tag Category

SMX Session: Leveraging Brand-Lovers

In the Branding & Search session today at SMX West, panelists gave the audience many, many items to consider regarding their own brand or their clientâ€™s brand.

Letâ€™s start by discussing the people that the brand is ultimately trying to influence.

Edwin Wong, Director of Customer Insights Organization - Yahoo!, touched on this by explaining that people love brands that love what they love. A mouthful right?

He labeled these folks, “Passionistas”.

Letâ€™s use me as an example. I love food and cooking, so I love the Food Network because they share my passion. The theory holds true so far.

SMX Session: Leveraging Brand-Lovers

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Brand is king for search marketers

Posted by Lee Odden on Jun 12th, 2006 in Online Marketing |

JupiterResearch has release their “US SEM Executive Survey 2006″ reporting that 40 percent of search marketers spent at least $500,000 on search in 2005, compared to 12 percent in 2004. A significant number of those companies are using search marketing to satisfy their online branding objectives.

The JupiterResearch survey also found that, while search marketing has traditionally been used for direct marketing purposes, more marketers are seeing the value of search for branding.

While generating immediate sales of online products is the goal of 37 percent of sophisticated search advertisers, 31 percent say building brand awareness is their main objective.

Brand is king for search marketers

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