The impact of search on brand measurement

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The SES conference in New York is coming up, and over the past few years I have participated in panel discussions. Before this year's SES meeting, I wrote this article in particular.

The meeting was supported by sponsors, exhibitors and attendees. Both sales and sponsorship opportunities require manufacturers to devote time and energy to the conference.　First, it needs to be attended by enough attendees to prove that sponsorship or rental costs are worthwhile. Second, manufacturers must be able to cope with meetings, whether they are employees or delegates.

This year, unlike in the past, manufacturers seem more worried about having to deal with two or three, four or more simultaneous meetings. This reduces the expectations of the meeting, and even the media, especially blogs, often run for one or another meeting.

Sponsoring, supporting or attending the Conference are aware that the meeting must be prepared in a year or so earlier. However, the meeting organizer must adjust the meeting a week ago. As a result of merger activities and technological advances, many manufacturers ' interest in meetings is not limited to search or electronic marketing. Meeting organizers know each other, if they can reduce the conference booking three times times or more than twice times, that is a big help to the industry.

This year, my team will focus on the impact of search on brand measurement, and the panellists are: Laredo Group, vice president of innovation and technology training, Rob Graham, Millward Brown, vice president for Strategic services Doron Wesly and compete CMO Stephen DiMarco and others. By then, we will focus on how to measure traditional brands through search. In the past, the marketing and advertising industry to measure the brand's methods are: Brand and brand awareness, information links, brand preferences, purchase intentions.

Despite repeated research, marketers are still unable to link search engine visibility to the increased brand elevation associated with the site's high access rate. Therefore, we need to find a solution to this problem. This adjustment is necessary for a growing search market. Because, at least from the domestic level, the systematic growth of search traffic is still relatively slow. Targeted improvement, the promotion of CPC prices and the continued expansion of search orientation outside SERP are all necessary support, even at a modest level of growth.

Search can bring great value to the brand, while a brand is in a benign development when getting good search coverage and good home experience. You might say that if you are faced with competition in this market, you will not do so and the feelings of the searcher will be affected.