Search Marketing: The Performance-Based Branding Vehicle?!

Posted by Michael Kahn, VP Account Management and Marketing

It sounds like the famous Saturday Night Live skit from the past about the great new product that doubles as a floor cleaner and a dessert topping. But the truth is that based on consumer-generated demand, paid and natural search have accomplished the impossible. They are forms of advertising that drive response and build the brand simultaneously. As a pull marketing vehicle, search helps a brand increase awareness, preference and purchase intent among more qualified consumers…those that are “in market” and have expressed their interest in a category or product with their own personal query.

There are a plethora of data points that support the brand building role that search plays and here are a few:

·         The Internet’s reach now exceeds TV reach during the 7 AM to 8 PM time period[i]

o   And TV has always been considered the strongest branding vehicle

·         99% of the Internet population uses search with average users doing 80 searches per month[ii]

o   It is the doorway into the Web and the starting point for consumers to learn about and find what they want to buy online or in-store

·         Natural and paid search listings in a top position result in over 2X likelihood of aided brand recall and an 8% increase in purchase consideration[iii]

o   Most importantly, consumers expect top brands to be in top positions

If you have not considered the dual role of search in your marketing mix today, we encourage you to do so. It is measured media that uniquely builds sales and the brand, based again on consumer demand.

[i] comScore, “The Online is the New Primetime” March 2008

[ii] comScore Search Insider Summit May 2008

[iii] Enquiro. “The Brand Lift of Search” August 2007, 3eMarketer, “US Online Advertising: Resilient in a Rough Economy”, March 2008

Comments

[LEON Bailey Green]

As well as being part of the marketing mix, search should be part of the PR mix.

Search is an important tool for brand reputation and management.

When people want to visit a brand website they are likely to Google it rather than typing in the URL, so it's important to try to "own" that Top 10 listing with positive results.

[Alan Rothstein]

Branding is a great way to use SEO, just make sure you actually put the brand name when you optimize the different areas that help for SEO.