ariff quli & eli goodman november 3rd, 2010 from keywords to content: extend the power of search...
TRANSCRIPT
Ariff Quli & Eli Goodman November 3rd, 2010
FROM KEYWORDS TO CONTENT:Extend the Power of Search Branding
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EU:70 Million US: 130 Million
We Reach Over 200 MM Unique Users Every Month*
What We Do:Vibrant Manages Over 6Bn Hyperlinks Every Month
We Work With the Ad Age Top 100 Brand Advertisers
We Appear on 6,000+ Premium Publishers
*co
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core
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comScore Customer Knowledge Platform: A granular 360 view of the multitude of online activities of 2MM global users
Designed to be representative of the total online population.TRUSTe certified for information privacy & security.
4Source: About.com Marketing
What Is A Brand?
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
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Consumers now spend over 40% of their online time with Content, and only about one-fourth of their time with email and IM
Community is a relatively new and growing segment
How Consumers Spend Time Online Has Changed Greatly in the Last 5 Years
16%
46%
0%
34%
3%
Commerce
Communications
Community
Content
Search
11%
20%
28%
37%
4%
CY 2003 Q1 2010
Share of Online Time
Source: OPA Internet Activity Index
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$118B
$68B
$6B
$20B
Measured Media Spend:$186B
Online Media Spend:$26B
Bra
nd
Dir
ect
Res
po
nse
Only 23% Online dollars are spent on
Brand Marketing
77% Online dollars are spent on Direct Response
Marketing
63% Total dollars are spent on Brand
Marketing
37% Total dollars are spent on Direct
Response Marketing
The Internet is Disproportionately Used for Direct Response Advertising
Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.
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$118B
$68B
$6B
$20B
Bra
nd
Dir
ect
Res
po
nse
But online takes just 5% of total Brand spend
Online accounts for 30% of Direct Response spend
Online is Getting its “Fair Share” of DR Ad Spend – Not the Case with Brand
Source: Brand.net analysis based on data from Barclays Capital, Think Equity Partners LLC, and DMA.
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But how do you go beyond your brand name and truly make that emotional connection?
Brands are “King” in Retail Search both Paid and Organically
Source: comScore Marketer
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Done right: Nintendo has content on their website that is optimized for “FIX” & “BROKEN” Wii searches
Could be done better: Same emotionally driven search, but no XBOX branded links showing up
The Solution? Encourage Advertisers to Think of Search & Keywords as the Traffic Driver to the Brand
Mechanism, Not Just the Brand
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Let’s put ourselves in a brand manager’s shoes and compare search marketing & keyword association to the classic branding vehicle – Television:
– Text search ads ≠ emotional connection
– Search often occurs close to the bottom of the funnel
– Search ads ALWAYS have a call-to-action (e.g. a click)
So, not surprising that brand marketers consider search to be a DR channel
Situation: Search & Keywords Have Long Been Considered a Direct Response
TV is perfect emotion-based advertising
Most TV ads focus on awareness & affinity (higher in the funnel)
Majority of TV ads do not encourage users “buy now” or “call now”
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Example: Nintendo.com is almost exclusively a branding vehicle
Solution: Use Search & Keywords to Drive Users to Brand Experiences
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Search & Keywords are a major source of traffic for Nintendo.com – almost 650,000 organic clicks from U.S. searchers in September – but there is a Paid Search
opportunity available without irritating the retail distribution channel
Solution: Use Search & Keywords to Drive Users to Brand Experiences
Source: comScore Marketer
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Now let’s go back to the challenges I listed earlier:
– Does it allow for emotional connection?
– Does it reach consumers at the top of the funnel?
– Is there a call to action?
Sounds like branding to me!
How Does a Search & Keyword Driven Brand Experience Hold Up to TV?
Nintendo.com gets beyond pushing their products and addresses your emotionally driven “troubleshooting” needs (vs. sending you to a 3rd party website)
Nintendo.com can reach you before you walk into the store or order online
No overt CTA – Nintendo.com is focused on awareness, affinity, and community
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3G Phone
Searching for Words Clicking on Hyperlinked Words
Words Are the Most Prevalent Way We Navigate the Internet
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Hyperlinks Continue to be the Most Common Navigation Action, Accounting for
45% of All Page Transitions
Source: Recent Report on Web Use: ”Not Quite the Average: An Empirical Study of Web Use,” Harald Weinreich and Hartmut Obendorf, University of Hamburg 2008
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blackberry
mobile telephones
smartphone
Hyperlinks Present an Opportunity to Extend Your Search Keyword Campaign Into
Relevant Web Content
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Why Does Content Matter?
Content Drives Brand Discovery #1 method for discovering new brand products is within articles
Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnet Adfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010
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Content Increase ConsiderationSales will be influenced by online research conducted within content
Why Does Content Matter?
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Nielsen/AOL Research, August 2010 (content defined as news, information, entertainment & shopping sites. Social and email sites comprise other categories); Radar Research Survey Conducted for Pop Sugar (Why Y Women?” October 2009; ARAnet Adfusion Study by Opinion Research Corporation, March 2009; U.S. Online Retail Forecast, Forrester Research, May 2010
Consumers Spend the Most Time In Content Over half of online time is spent within information-based content
Why Does Content Matter?
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Case Studies
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In-Text Increases Search Queries for Bing
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In-Text Helps Toyota Educate Consumers During the Recall Crisis
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In-Text Distributes Recipes To Increase Awareness
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In-Text Builds the Customer & Twelpforce Relationship
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Does it allow for an emotional connection?
How Does the Vibrant In-Text Brand Experience Hold Up to TV?
Does it reach consumers at the top of the funnel?Is there a call to action?
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Bridge the Gap Between Search & Display
Awareness (discover) Purchase (find)
Extend Your Search Keyword Campaigns Into the Content
Laptop support
Search Ensures that the Brand is “Found”
Display Ads Enable the Brand to Be “Discovered”
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Time spent online is shifting– More Content– More Community
Offline Brand Advertisers need to move dollars online– 5% of Brand spending online is not sufficient
Branding Strategy – Order Reversal– Use the Consumers’ ideas and brand to them (keywords they already use)– Vs. solely pushing your Brand message (creating demand for your keywords)
Keywords = Emotional Connections = Branding
Industry Agnostic– Brands exist for all types of businesses– Techniques not limited to single industries
Conclusions
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Ariff Quli SVP Sales & GM, East Coast, Vibrant [email protected]
Eli GoodmanSearch [email protected]
Thank You
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