If you’re in Los Angeles or can get to LA tomorrow, we have plans for you!
SearchFuel and GroupM Search are doing a blitz giveaway today on Twitter, giving four (4) people a free VIP pass toMediaPost’s OMMA Mobile, a one-day event where advertisers and industry leaders come together to talk all things mobile marketing. This pass covers your registration for the event, plus the breakfast and lunch on-site.
But you have to act quickly! OMMA Mobile is tomorrow, Thursday, October 29 at the Hyatt Regency Century Plaza from 8am til 5:30 or so.
For your chance for a free pass, follow these three simple steps by 3pm CST today:
Send a Reply or Direct Message (DM) to @SearchFuel on Twitter
Tell us you want to go to OMMA Mobile
Tell us your company name (Sorry, I do need this. Not for marketing purposes – but when we got these passes I had to agree they’d be used for brand advertisers only, so I need to keep my promise.)
We’ll draw 4 names from all of the Tweeps who DM us and I’ll DM you back by 3:30pm CST if you’ve won a pass. From there we’ll connect by email or phone to get you registered.
So why should you see and be seen at OMMA Mobile? For starters, it’s a gathering of more than 200 advertisers and mobile marketing experts which makes for a great day of networking and conversation about where the industry is going. GroupM Search is kicking off the day by hosting the breakfast session, featuring a round table discussion with Google, Microsoft, Joule, Outrider and JumpTap about current challenges and opportunities facing the mobile marketplace today. The day unfolds from there as MediaPost’s mobile columnist Steve Smith emcees the event, and a handful of industry leaders take the stage, including a keynote address by John Zehr, SVP and GM of ESPN Mobile. Other speakers and panelists include Kodak, Paramount, the AP and the Weather Channel, as well as Google, Microsoft and Yahoo, and many more panelists from across multiple areas of mobile expertise.
“[Social media] is giving us another way to help influence people’s propensity to search.”
Barbara Basney, Director, Global Advertising, Xerox Wall Street Journal, 10/22/09
The Wall Street Journal reported today in an article, “Shift in Search-Ad Tactics Seeks More For Less,” a shift in thinking and strategy around search marketing for advertisers as they seek to capture a broader audience online with greater efficiency. The shift, which includes more relevant targeting and the integration of search and social media, is evident in the marketing strategy of three leading advertisers highlighted in the article.
For example, the WSJ reports telecom giant Sprint Nextel is prioritizing keywords based on where the consumer is in the purchase funnel, including tying to “phrases consumers tend to search for when they are close to making a purchase.”
Volkswagen, whose advertising in the few decades of my life has always seemed to capture the essence of the changing generations, is “driving” efficiency by coordinating the brand’s search marketing program with hundreds of dealers at a local level. They’re also using search and social to support the launch of their 2010 GTI hatchback, bringing mobile, Twitter and YouTube together with an innovative racing game for the iPhone and iTouch.
A study announced today by GroupM Search, comScore and M80, exploring the interplay of search marketing and social media, reveals the dramatic correlation influenced discovery of brands through social media has with search behavior, including more lower-funnel searches and increased paid search click-through-rates (CTR).
The study,“The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” explored the correlation between social media exposure and search behavior across different verticals, including automotive, consumer packaged goods and telecommunications.
Key findings include:
- Consumers exposed to a brand’s influenced social media and paid search are 2.8x more likely to search for that brand’s products
- There was a 50% CTR increase in paid search when consumers were exposed to both influenced social media and paid search
- There was a 42-point lift in searcher penetration around brand product terms when consumers were exposed to both influenced social media and paid search compared to paid alone
What the study tells us is bigger than correlation, making the topic at large, Discovery. We’ve learned how internet users discover and engage with brands in social media and how that discovery influences search behavior. The findings help us to better understand how the intent expressed by consumers via search is established through social media exposure and the interplay between the two channels.
Of note, it further validates our view that generating upper-funnel awareness and influencing consideration through influenced social media (social media leveraged by a brand advertiser) can produce better down-the-funnel performance with paid media, such as paid search. In our white paper, we expand on the findings and address the value of the synergy between paid, owned and earned media. Additionally, we address the state of media today, challenges advertisers face, and introduce the discussion of Media Delivery and Media Discovery and the new thinking we must consider in making maximizing engagement that drives lower-funnel activity.
As CEO of GroupM Search-The Americas Chris Copeland addresses in the whitepaper,:
“As advertisers come to recognize a need to create greater connections on a one to one level with consumers, they also must acknowledge a shift in their approach to advertising. If they agree with the assessment that media delivery in traditional forms has a limited impact given the threats identified above, then it is equally important to understand the new advertising mandate of media discovery.
Media discovery represents a shift in approach where allowing your brand to be central to the conversation but doing so in a manner that uses your brand, its products and the assets associated with both at the center. Media delivery has been about using buying clout to drive scale and push out paid media to broad swaths of consumers. Media discovery is about using the owned and earned media that a brand can produce to its advantage.”
He later concludes the implications for digital advertising at large:
“At this stage of digital advertising development, the goal has to be investing more intelligently to get people into your brand consideration and drive them through the process to a location well suited for paid media effectiveness, such as paid search.”
On Tuesday, October 6, GroupM Search, comScore and M80 will sharing the findings and implications of the research for the first time publicly. Check it out at SMX East at 1:30 – 2:45 p.m. in Room 1A03.
A study announced today by GroupM Search, comScore and M80, exploring the interplay of search marketing and social media, reveals the dramatic correlation influenced discovery of brands through social media has with search behavior, including more lower-funnel searches and increased paid search click-through-rates (CTR).
The study,“The Influenced: Social Media, Search and the Interplay of Consideration and Consumption,” explored the correlation between social media exposure and search behavior across different verticals, including automotive, consumer packaged goods and telecommunications.
Key findings include:
Consumers exposed to a brand’s influenced social media and paid search are 2.8x more likely to search for that brand’s products
There was a 50% CTR increase in paid search when consumers were exposed to both influenced social media and paid search
There was a 42-point lift in searcher penetration around brand product terms when consumers were exposed to both influenced social media and paid search compared to paid alone
What the study tells us is bigger than correlation, making the topic at large, Discovery. We’ve learned how internet users discover and engage with brands in social media and how that discovery influences search behavior.
The findings help us to better understand how the intent expressed by consumers via search is established through social media exposure and the interplay between the two channels. Of note, it further validates our view that generating upper-funnel awareness and influencing consideration through influenced social media (social media leveraged by a brand advertiser) can produce better down-the-funnel performance with paid media, such as paid search.
In our white paper, we expand on the findings and address the value of the synergy between paid, owned and earned media. Additionally, we address the state of media today, challenges advertisers face, and introduce the discussion of Media Delivery and Media Discovery and the new thinking we must consider in making maximizing engagement that drives lower-funnel activity.
As CEO of GroupM Search-The Americas Chris Copeland addresses in the whitepaper,:
“As advertisers come to recognize a need to create greater connections on a one to one level with consumers, they also must acknowledge a shift in their approach to advertising. If they agree with the assessment that media delivery in traditional forms has a limited impact given the threats identified above, then it is equally important to understand the new advertising mandate of media discovery.
Media discovery represents a shift in approach where allowing your brand to be central to the conversation but doing so in a manner that uses your brand, its products and the assets associated with both at the center. Media delivery has been about using buying clout to drive scale and push out paid media to broad swaths of consumers. Media discovery is about using the owned and earned media that a brand can produce to its advantage.”
He later concludes the implications for digital advertising at large:
“At this stage of digital advertising development, the goal has to be investing more intelligently to get people into your brand consideration and drive them through the process to a location well suited for paid media effectiveness, such as paid search.”
That’s right. (singing) We’re “takin’ it to the tweets.”
SearchFuel is now on Twitter. Follow us – @SearchFuel– for updates on the latest blog posts by our search marketing strategists from around the world, industry commentary, and most importantly, conversation with our bloggers, our followers, people we follow, and you, our readers.
There are 30 global bloggers from GroupM Search, Outrider, MAXUS Search, MEC Interaction, MediaCom Search and Mindshare Search who contribute to SearchFuel. We look forward to joining the digital media and search marketing conversation on Twitter and truly making search a global, social conversation.
If you have a suggestion for a topic or a question you want explored on SearchFuel, shoot me a Reply or DM. And thanks, in advance, for the follow!
The air is crisp, the leaves are changing, and for most of the U.S., it’s dark by 8. This must mean one thing – Award Season is upon us. The time of year when search marketing means more than a page rank or limited character count and transforms into compelling, visual stories of interaction.
Recently, two divisions of GroupM Search and their clients were named finalists for four industry awards:
Creative Media Award – Online Media Search
Pizza Hut / MEC Interaction
Winners will be announced next week among a series of galas and ceremonies during Advertising Week in New York City.
So what does award chatter mean to the marketing community at large? Hopefully a bit more than cocktails, networking and some well-hosted after parties in the city that never sleeps. As I look at it, it’s a great time to tune in and see what’s going on as not only is outstanding work being recognized, but it is interesting to watch the evolution and see whose innovation today becomes trends and best practices of the future.
That’s right. (singing) We’re “takin’ it to the tweets.”