Yahoo's Ron Belanger discusses the importance of branding for search engine marketing.
With search becoming available on practically every media-playing device (cellphones, iPods, computers), the search industry has the potential to replace traditional methods of advertising.
Marketers are now realizing that during the process of search engine marketing (SEM), another valuable advertising goal is being achieved: branding. The branding aspect of SEM is important, accountable, and should not be overlooked.
Yahoo Search Marketing Senior Director Ron Belanger will present a case study with a prominent auto insurance carrier that centers around measurement of brand lift generated from aggressive bid strategies on high volume generic terms.
Throughout the study and in relation to prior benchmark data, increases in both brand lift and overlap were clearly identifiable and back-end conversion data supported the increased investment.
In today's session, Belanger will answer the question: Does reaching consumers at the top of the sales funnel translate into increased brand awareness and consideration along the research cycle, culminating in greater conversation against their brand terms?
Ron Belanger's Bio: Senior director of global advertiser strategy and development, Belanger joined Yahoo Search Marketing (formerly Overture) in September 2005 to serve as an expert resource for clients and agencies looking to maximize the efficiency of their performance marketing infrastructure and effectively incorporate search marketing into their overall marketing mix. Prior to joining Yahoo!, Belanger served as vice president of search and affiliate marketing for interactive advertising agency, Carat Interactive, where he developed marketing strategies for more than twenty clients, including Hyatt Hotels, America Online, Microsoft Office Live Meeting, Radio Shack, Hyundai, and Kodak. During his two years at Carat, he co-authored the industry's premier course on Search Marketing in conjunction with iMedia Learning. He also served in various positions for Inceptor, FairMarket, and HSRI.
GET THE PODCAST
- [RSS] Add the iMedia Podcast feed to your RSS aggregator and have the show delivered automatically (MP3)
- [MP3] Download the show (MP3)
Speaker(s): Ron Belanger, Senior Director of Global Advertiser Strategy and Development, Yahoo! Search Marketing
Format: Zipped PowerPoint File