Building Enterprise Brands Using Search

Building an Enterprise Brand Through Search

Traditional Branding

Branding Through Search

Both Channels Contribute to Brand Image

Search is the Entry Point
80% of all online sessions begin with search
41% of people use search to navigate to websites
Search activity mirrors the news

Example of Impact of Media on Search New York Times Article: “Your Chance to Finish a Movie Microsoft Started” published May 8, 2008. Source: Active keywords that include “vista” as part of the phrase.
Close coordination of paid search efforts and PR improved Vista campaign results:
Selected related keywords
Aligned creative to increase response rates, conversion rates
Coordinated landing pages linked to articles

Using Search Learnings to Inform Display Top performing search terms were used within display advertising creative to improve its performance Japan MSFT team optimized banner creative to include top performing search terms; result was a 3x rise in the conversion rate Conversion Rate

Microsoft – an Enterprise Brand

Windows Vista
Products
Stakeholders
Goals

How?
?

Building an Enterprise Brand Through Search
Education
Aligning Goals with the Channel
Using Search as Marketing Intelligence
Effectively Sharing Assets
Managing Overlap

Education CHALLENGES:
Coordinate efforts of 5,000+ marketers with individual search budgets
Create universal process for budgeting, management, and reporting
Tie campaign metrics to marketing goals
Contributed to Search Center of Excellence to share best practices & processes in search
Launched “Search 101” training series, tailored to needs of each Microsoft department and its line managers
Established a uniform 3-phased approach for taking fully-integrated campaigns from concept to launch over a 5-week period
STRATEGY :

Aligning Goals with the Channel Reach & Frequency Site Engagement Optimization focused around increasing budget to drive more impressions Optimization focused around measurable actions How many of my customers saw my message? How often did they see it? What did my customers do once they visited my website?

By analyzing search traffic and behavior, you can gain insight that can influence the entire marcom mix:
Marketing messaging: email, banners, on-site
Media selection
Communications strategy
Site experience
Competitive insights

Identify questions you want to answer
Ex: What’s important to the consumer? How do they make their buying decisions?
Gain customer behavior insights by analyzing data including:
Search query structure and volume across your industry/competitors
Historical search campaign results
Site search data
Isolate data relevant to the campaign target and campaign objectives
How are people searching for the capabilities your product supplies? “Microsoft term” vs. “generic term,” “SQL” vs. “database,” “security suite” vs. “antivirus”

Effectively Sharing Assets Search Analytics & Tracking Media Buying Public Relations Landing Pages Social Media Account Management Creative

Effectively Sharing Assets “ shoe circus” “warm churro” “conquistador” Advanced knowledge about campaigns makes it possible to predict the “unpredictable”:

Managing Overlap Between Similar Enterprise Products Consumer Business Decision Makers Enterprise Mid-Market Small Business Vista SEARCH N N N N N N N N

Managing Overlap Between Similar Enterprise Products CPA: $2 CPA: $6 CPA: $4 Vista SEARCH N N N N N N N N Consumer Enterprise Small Business Windows Vista Offers Official Site. Shop Your Favorite Store for Deals on Windows Vista. Microsoft.com/Windows Windows Vista Enterprise Get the Desktop Management Solution for all Your Business Needs Today. Windows.com/VistaEnterprise MS Vista & Office 2007 Manage Your Small Business Better w/ Windows Vista & Office Pro 2007 Microsoft.com/SmallBusiness

Results
Since July 2007:
Launched and managed 132 campaigns
Delivered more than 5 Billion impressions
Generated more than 23 Million clicks
Delivered insights that informed entire marcom mix
Built out comprehensive, centralized resource for Microsoft & agency marketing team

Thank You! [email_address] 212.444.7474

Building Enterprise Brands Using Search

by Reprise Media on Sep 25, 2008

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Building Enterprise Brands Using Search — Presentation Transcript