This ad:tech sesson examines the role of search in building a brand, and shows how to tap into the power of news search to increase awareness and generate publicity.

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: there are two presentations associated with this session. Both are available for download below.

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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: 2 PDF files