August 1, 2007<\/p>\n
MODERATOR:
\nJeffrey Pruitt, President, SEMPO, and Executive VP, Search, iCrossing<\/p>\n
PANELISTS:
\nKelly Graziadei, Senior Director, Agency Development, Yahoo! Search Marketing<\/p>\n
James Colborn, Group Marketing Manager, adCenter Communications Group, Microsoft<\/p>\n
Kevin Willer, Central Region Development Manager, Google<\/p>\n
James Colbourn, Microsoft<\/p>\n
Kelly Graziadei, Yahoo!<\/p>\n
Think about the many different faces of search.<\/p>\n
– The Researcher \u2013 look at Yahoo! Buzz to create an audience pyramid. Look at other content. Miller Beer Run. Showed a campaign with getting the beer \u2013 Yahoo! created the game and got excellent results<\/p>\n
– The Reputation Manager \u2013 geo-targeting, ad testing, etc. Jet Blue built a campaign to respond to negative news.<\/p>\n
– The Brand Manager \u2013 79% introduced to new brands in search and 61% expect brand leaders to be consistently in the top of search results.<\/p>\n
– The Great Integrator \u2013 TV, web, games, mobile all at the same time.<\/p>\n
– The Advocate \u2013 Searchers are advocates that build brands through social media – significant in the pre and post purchase mode.<\/p>\n
Kevin Willer, Google
\n– Information silos in the past. You almost needed a search engine for the search engines. Now all the silos are in one universal search.<\/p>\n
Google Promotion \u2013 search for Bourne \u2013 showed how the site with Youtube<\/p>\n
Search for PR. \u2013 You need to be ready to answer those searches<\/p>\n
Search the New Performance Link \u2013 showed Motorola example and Presidential campaign data for Hilary Clinton, Barack Obama, Giuliani, John McCain, Mitt Romney (He said the<\/p>\n
We want to start thinking about search in different ways.<\/p>\n
James Colbourn, Microsoft
\nSearch Today: A Performance Tool
\n– To increase brand awareness
\n– To Sell Products
\n– To Generate Leads
\n– To Drive Traffic To Company Website<\/p>\n
How do advertisers measure success?
\n– Traffic
\n– Conversions
\n– Impressions
\n– ROI<\/p>\n
Brand, Awareness, Acquisition Tool and Lead Generator<\/p>\n
Search as a research tool is a leading indicator for:
\n– A Business
\n– An Industry<\/p>\n
Beyond Search
\n– Media Buying
\n– Budget Allocation
\n– PR Activity<\/p>\n
The potential for search is higher than current usage\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"
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 […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15,31,6,5,2,19,4],"tags":[110],"class_list":["post-554","post","type-post","status-publish","format-standard","hentry","category-brandingbuzzviral","category-chicago","category-google-goog","category-microsoft-msft","category-search-engine-marketing","category-search-engine-optimization","category-yahoo-yhoo","tag-chicago"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/554","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/comments?post=554"}],"version-history":[{"count":0,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/posts\/554\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/media?parent=554"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/categories?post=554"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.daviddalka.com\/createvalue\/wp-json\/wp\/v2\/tags?post=554"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}