Posts from — February 2010
Marketing with Search and Social Media & the Customer Lifecycle
The race to integrate paid (TV, Search, Display), earned (Social, UGC and SEO) and owned media (your website and distributed content) and the measurement around them to do true attribution modeling is heating up.
Super Bowl Advertising’s Impact on Online Traffic
With the Super Bowl played on Sunday, several of Covario’s clients who ran spots during the game are using the opportunity to measure the impact of offline ads on online traffic and brand interaction by measuring differences in search behavior over the event. We have done this several years in a row for our customers [...]
INFLECTIONPoint 2010: Growth In Search
Covario INFLECTIONPoint 2010 brought in Mark Mahaney (Citi) to discuss the outlook for search based on Industry Trends. While last year, we saw tremendous budget freezing and slashing, this year is showing budget increases, namely in Online Retail and Travel. Automotive is still lugging along, and it appears that Financial Services is taking the longest [...]
INFLECTIONPoint 2010: Search is Not a Silo
Penny Baldwin (Yahoo) noted during her keynote address at INFLECTIONPoint 2010 that you don’t need to reach the 600 million consumers on Yahoo, but the 6 million consumers right for you. She contends that the future of search marketing is combining the power of technology and human creativity to build business, continuing with the ongoing [...]
INFLECTIONPoint 2010: Search + Social = Voice of Customer
The influence of Search from Social is undeniable, but how are you invested? It’s no longer a one-way conversation, and the more you know, the more powerful your programs’ impact can be. At INFLECTIONPoint 2010, Dennis Haugan (T-Mobile USA) advises us that we want to be able to enter the world of social media without [...]
INFLECTIONPoint 2010: Voice of Brand Effectiveness
Branding always seems elusive. Putting together branding campaigns can affect several teams – onsite and offsite. Get ahead of the game by organizationally preparing to respond to multi-channel brand campaigns. On a panel at INFLECTIONPoint 2010, David Roth (Yahoo) reminded us that the key place in joint marketing efforts resides in organizational preparations. Building out [...]
INFLECTIONPoint 2010: Search Marketers Should “Think Bigger”
Shar VanBoskirk just closed her remarks at Covario INFLECTIONPoint 2010 with bold statements of how this will be the year that advanced search marketers break ahead of the pack.
1. Apply advanced analysis to your search program
Go beyond reporting and dig into the data – continue to increase the complexity of the questions you are asking: revenue [...]
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