From the ad:tech Chicago session, "Making Search Even More Efficient!" with Fredrick Marckini, Greg Jarboe and Alison Kane.

What impact does search have on branding? Can a press release increase brand awareness, even if it doesn't generate publicity?

Enhancing brand awareness is the top objective of companies using search engine marketing (SEM), particularly large firms. Studies indicate that search is effective at branding, especially when the brand holds the top position in search engine results pages. And millions of people use news search engines each month. When they conduct a search using Google News, Yahoo! News, or AOL News, they often find relevant press releases along with articles about the topics that interest them.

This session will look at the role of search in building brand, as well as how to tap into the power of news search to increase awareness and generate publicity.

Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.

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Speaker(s): Fredrick Marckini, Founder and CEO, iProspect; Greg Jarboe, President and Co-Founder, SEO-PR; Alison Kane, VP and General Manager, Atlas Search

Format: 1:09:37, 24.2 MB, MP3