1. The study evaluated the impact of paid and organic search placements on brand metrics.
2. It found that placements at the top of search results significantly increased brand awareness, recall, affinity, and purchase consideration compared to other placements or the control.
3. The largest effects occurred when the brand appeared in both the top organic and paid search positions, opening up a significant gap over competitors.
ARCS Presentation - Trial Candidate Acquisition with Social Media The Sponge
Presentation by Luke Faccini for Melbourne ARCS scientific congress on 26th November 2015. Talk was about using Social Media for Trial Candidate Acquisition. The discussion factored the social media advertising channels with highest return on investment, along with considerations for campaign management.
Presentation during the Sustainable Foods Summit (Amsterdam, June 24, 2011) about the Green Brands Survey by Erik Graadt van Roggen (Cohn & Wolfe)
For the entire report see http://slidesha.re/greenbrandssurvey
Sustainable Procurement Index for Health (SPIH) ClinicUN SPHS
Delivered by Arup at the Global Forum 2020 Sustainable Procurement Index for Health Clinic session.
Presenters:
Dr. Kristian Steele, Associate, Arup
Ms. Anna Tuddenham, Consultant, Arup
Mr. Terry Ellis, Senior Consultant, Arup
Mr. Callum Newman, Associate Director and Group Leader for International Development, Arup
Optimizing Global Brand Website Launches (Pharma)Best Practices
The global launch of a brand website represents a critical point in a new product's entry into the marketplace. Brand websites provide an important information portal for healthcare professionals, payers, patients, and advocacy groups.
Creating and launching a website that fulfills the diverse needs of key stakeholders while being mindful of regional differences in regulations and cultures are factors that can heavily influence how a new drug performs at launch.
This benchmark study probes current and evolving approaches for site development and optimization for brand websites as part of a global launch. The study also provides evidence-based benchmarks on what critical success factors are important for understanding and engaging key stakeholders, particularly physicians.
• This presentation will demonstrate the necessity of integrating SEO and SEM and managing each channel successfully through all stages of the customer’s journey. Moreover, through case studies, this presentation will clearly show that either channel cannot successfully perform independent of the other.
• This session will also illustrate how brands should position themselves throughout the customer’s journey and appropriate strategies for each stage.
• Now that Google has completely encrypted their natural search conversion data and Yahoo is soon to follow, the methodology of measurement has completely changed. This presentation will also provide new methods of strategic analysis with Term Not Provided at 100%. In addition to SEO and SEM integration, additional strategies for integration with PLAs, display and social media will be covered.
• A case study demonstrating the lift cross-channel integration can provide will also be shared.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
ARCS Presentation - Trial Candidate Acquisition with Social Media The Sponge
Presentation by Luke Faccini for Melbourne ARCS scientific congress on 26th November 2015. Talk was about using Social Media for Trial Candidate Acquisition. The discussion factored the social media advertising channels with highest return on investment, along with considerations for campaign management.
Presentation during the Sustainable Foods Summit (Amsterdam, June 24, 2011) about the Green Brands Survey by Erik Graadt van Roggen (Cohn & Wolfe)
For the entire report see http://slidesha.re/greenbrandssurvey
Sustainable Procurement Index for Health (SPIH) ClinicUN SPHS
Delivered by Arup at the Global Forum 2020 Sustainable Procurement Index for Health Clinic session.
Presenters:
Dr. Kristian Steele, Associate, Arup
Ms. Anna Tuddenham, Consultant, Arup
Mr. Terry Ellis, Senior Consultant, Arup
Mr. Callum Newman, Associate Director and Group Leader for International Development, Arup
Optimizing Global Brand Website Launches (Pharma)Best Practices
The global launch of a brand website represents a critical point in a new product's entry into the marketplace. Brand websites provide an important information portal for healthcare professionals, payers, patients, and advocacy groups.
Creating and launching a website that fulfills the diverse needs of key stakeholders while being mindful of regional differences in regulations and cultures are factors that can heavily influence how a new drug performs at launch.
This benchmark study probes current and evolving approaches for site development and optimization for brand websites as part of a global launch. The study also provides evidence-based benchmarks on what critical success factors are important for understanding and engaging key stakeholders, particularly physicians.
• This presentation will demonstrate the necessity of integrating SEO and SEM and managing each channel successfully through all stages of the customer’s journey. Moreover, through case studies, this presentation will clearly show that either channel cannot successfully perform independent of the other.
• This session will also illustrate how brands should position themselves throughout the customer’s journey and appropriate strategies for each stage.
• Now that Google has completely encrypted their natural search conversion data and Yahoo is soon to follow, the methodology of measurement has completely changed. This presentation will also provide new methods of strategic analysis with Term Not Provided at 100%. In addition to SEO and SEM integration, additional strategies for integration with PLAs, display and social media will be covered.
• A case study demonstrating the lift cross-channel integration can provide will also be shared.
Measuring Customer-Experience ROI with social mediaMichael Wolfe
Validates and describes a very innovative and powerful approach for measuring the customer-brand-experience using social media experiential commentary. Not only is this a brea-through, but demonstrates the importance and value of the CX for brands.
New research released by the World Federation of Advertisers shows that marketers around the world overwhelmingly believe purpose needs to be part of a successful brand building strategy.
Want to understand the ROI of community? See what other companies are measuring and how often? Get a benchmark for where your community's measurement and value should be in this research report from CMX, sponsored by Influitive and Salesforce
Website personalization trends and techniques 2018Smart Insights
Learn the latest best practices with examples from the Smart Insights summit talk on personalization across web, email and media platforms using AI and machine learning.
Segmenting the Customer Journey via SearchRichard Chavez
Defining and Refining Customer Journey:How integration of SEM and SEO Segmentation Can Enhance Your Brand Identity Throughout the Customer Shopping Journey
Skuuber® is a revolutionary online tool for consumer packaged goods (CPG) marketers to quickly and effectively certify demand and understand the market potential for new, existing or competitive items at the SKU level.
Clients can create and launch their project in under 15 minutes at www.skuuber.com, get input from 1500 consumers, predictive benchmark modeling against consumer usage data for the category and have results back in days---all at a cost about half that of a 10 person focus group.
Greetings Content Marketers,
Welcome to this year's report on the content marketing practices of business-to-business technology marketers in North America.
In this report we highlight key areas of difference between the most effective technology marketers and their less-effective peers. We also show some differences between those who have a documented content strategy and those who do not.
Technology marketers use a good mix of tactics and continue to invest in content marketing, with 58% planning to increase spend over the next 12 months. We look forward to seeing how this continued investment pays off over the next year.
IZEA's in-depth look at content marketing and influencer marketing in the United States, from the perspective of influencers, content creators, marketers and consumers.
ARF Review of Brand Keys' Brand Engagement Measurement MetricsBrand Keys
The Advertising Research Foundation's review of Brand Keys' brand engagement measurement methodology.
Our methodological framework is considered the most effective means of predicting sales and subsequent changes in real-world consumer behavior by the Advertising Research Foundation.
2. Objective
Brand Effects of Paid and Organic Search
Can search help build brands?
To understand the relative efficacy
of both paid and organic results on
a Google SERP and to quantify
the branding and multiplier effect
of paid (ppc) advertising.
3. Methodology
The Study was undertaken by Enquiro
Research in partnership with Ipsos Mori.
All fieldwork took place online.
Respondents randomly assigned to
matched test groups of n=250 each
cell created was representative of
the online population.
Respondents each given
identical search tasks.
Exposure to search listings was
controlled – Each cell was exposed
to a different combination of listings.
Duration of exposure was not limited
and controlled by user click thru on
the page.
Respondents were then asked a
questionnaire to ascertain their
awareness, liking, purchase
consideration and take out of
relevant test brands.
Side sponsored
Top sponsored
& Top organic
Top sponsored
4. Search can drive brand awareness....
Brand Awareness - Generic Keyword Query
Which companies from the list below are you aware of?
• Similar to results for other countries, the brand
awareness for generic queries is highest for top
organic and top sponsored ad positions.
• A 30% gap to the other brand occurs for this
combined positioning.
30% gap
79%
80%
82% 82% 83%
67% 67%
61%
55%
58%
53%
75%
Control SS TS TO&SS TO TS&TO
Brand 1
Brand 2
5. ...and also drives a significant lift in brand recall
Which of the following brands do you
remember seeing on the search results
page you just viewed?
• Brand recall for generic queries
reaches the highest number and
creates a significant gap to the
other brand when the selected
brand appears in top organic
and top sponsored positions.
• With this configuration,
the gap is 76% points.
• Very significant difference
between Top Organic and
Top sponsored and Top organic.
• Sponsored listing increases
recall in the test brand by 20%
• The presence of a sponsored
link also halves competitor recall
47%
64%
68% 70%
83%
15% 16%
12% 10%
8% 6%
21%
Control Side Sponsored Top Organic Top Sponsored Side Sponsored
& Top Organic
Top Sponsored
& Top Organic
Brand recall - Generic Keyword Query
76% gap
Brand 1
Brand 2
6. In addition to awareness and recall search
can drive significant shifts in brand affinity
• Again there is strong evidence of
search delivering absolute gains
• Additionally position relative to
competitors is also very significant
Please indicate how much you like each of the following
brands (5 point scale)?% data from top 2 box shown
Brand affinity - Generic Keyword Query
80%
84%
85% 85%
88%
80%
78%
76%
75%
74%
71%
82%
Control Side
Sponsored
(SS)
Top
Organic
(TO)
Top
Sponsored
(TS)
SS & TO TS & TO
17% gap
Brand 1
Brand 2
7. ...and most significantly also drives a increased purchase consideration
Even at the latter end of the
purchase funnel search still has
both very strong absolute and
relative effects on purchase
consideration.
Very significant gains
though when a brand
is both top sponsored
and top organic
69%
74%
79%
81%
83%
73%
70% 70%
62%
65%
60%
70%
Control Side Sponsored
(SS)
Top Organic
(TO)
SS & TO Top
Sponsored (TS)
TS & TO
From the list below, indicate which
of these brands you would consider
if you were looking to buy ..[product]
Purchase consideration - Generic Keyword Query
Brand 1
Brand 2
Limited advantage
gained by being top
of the organic listings
76% gap
8. Search can help reinforce brand qualities
Technology FMCG
Travel
Finance
25%
28%
52%
40%
44% 47%
74%
24%
Great Design Innovative
technology
Durable High Quality
47%
28%
16%
53% 54%
37%
25%
45%
Low in Fat Healthy Nutritious A brand I
can trust
33%
52% 52%
26%
44%
56%
53%
25%
Cares about
environment
Good
Schedule/
flying times
Excellent on
board service
Safe
Control Top Sponsored
26%
17%
45%
27%
21%
31%
Value for money Good customer
service
Simple, reliable &
prompt claims
Control Top Sponsored
Control Top Sponsored Control Top SponsoredSearch can be effective
in brand communication
by being the key which
unlocks the cognitive
bank that consumers
have about brands
9. Summary
1 Search can drive traditional brand metrics across all stages of the
purchase funnel
2 The greater the equity on the search engine results page the
greater potential lift in brand metrics
3 The adaptability of Paid search lets you communicate brand
qualities throughout the purchase process
4
Beyond the absolute gains - relative gains against competitors
should be the most compelling argument for advertisers to adopt
search as a brand channel