SES Amsterdam - Cross Media Effect on Search
Tue 17 March 2009 14:35, Jellert Dekeyser
The second keynote speaker is Franc Goebbels from OMD and discusses the cross media effect on search. He explains that all marketing activities can have an enormous impact on the online search behavior of the consumer and how to identify your brands role in the search results.
Franc Goebbels is Head of Digital at OMD Netherlands and interactive since 1997. OMD is under the wings of the Omnicum Media Group.
The sessions begins with the question that you have to see and interpret everything in a more broader perspective.
As a media office you have to bear in mind that everything starts with knowledge, behavior and attitude.
Search is an expression of behavior and is a part of behavior in general.
As a media office you probably want that the behavior of your target group is limited to just only search and that you – as a media office – can manipulate his search behavior. But we don’t live in an ideal world. Franc Goebbels thinks that your customer has a preference behavior. If they prefer to buy in a store in the shopping street, they will buy their goods in a store in the shopping street.
Throughout the sessions – and also in this one – we were shown an analysis model that proves that 67% of the offline actions can push the on line search volume. But therefore you’ll need real insights. You’ll have to try to integrate the analytics insights and the cross channel measurements into a model but you have to take other variables into account = all influences beyond media and search.
You have three types of variables: • Independent variables which we can’t control (f.e. seasons, days of the week, aging, ..) • Independent variables which we can control (media, e-marketing, total number of leads, …) • Dependent variables
So first you have to gather all the data as well as primary as secondary date. Secondly you have to put all the data gathered into in a model. The reason beyond is that you want to explain, interpret and use this data for a profitable campaign. And this model has to result into a forecast. Certainly in times of crises and uncertainty. By reducing this uncertainty you can still spent your money on a highly ROI case.
This case is only useful for quite wealthy companies, the average small company should define each variable step by step.
Mon 8 Feb 2010, Editors
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In one week it is once again time for the biggest Search Engine Marketing conference in Europe. Search Engine Strategies London will be held at the Business Design Centre in London. Off course Searchcowboys will be present as ever. We will also be looking forward to SES this week, starting with the video below in which Mike Grehan, VP and Global Content Director at Incisive Media and responsible for the content of the show. ... read more
Thu 7 Jan 2010, Bas van den Beld
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Search Engine Strategies is planning on making some big changes in 2010. In Chicago Matt McGowan already discussed some of the changes we will be seeing in the upcoming year. ... read more
Sun 13 Dec 2009, Editors
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In stead of the Friday night videos we today present the Sunday afternoon videos. This time we take videos coming from SES Chicago, which was held last week. ... read more
Sat 12 Dec 2009, Bas van den Beld
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Jeff Jarvis, author of "What would Google do" decided it was time to tell Rupert Murdoch the truth. At SES Chicago Jarvis opened his fire. ... read more
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- Bas van den Beld talks to Roy Huiskes and Eduard Blacqueire about what happened in search in the past month.
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- In a special Calling UK Dave Naylor and Bas van den Beld discuss the 'case of the Guardian'.
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- Bas van den Beld called with Roy Huiskes and Eduard Blacqueire about what went on in Search in Holland in July
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- Bas van den Beld talkes to Roy Huiskes and Eduard Blacqueire about Search in Holland
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- Bas van den Beld called Dave Naylor to find out what went on in Search in the UK in the last couple of weeks.
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- Bas van den Beld and Roy Huiskes discus what happened in search in Holland in May 2009.
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- Heading up to SMX London next week Searchcowboys' Bas van den Beld got to talk to the keynote speaker, Brian Fetherstonhaugh.
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- Podcast in which Bas van den Beld, Roy Huiskes an Eduard Blacquière discuss what happened in search in Holland in March and April 2009.
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- Bas van den Beld interviewed Andrew Girdwood for the SEO Roadshow.
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- Bas van den Beld called Dave Naylor to find out what Dave thought about what went on in the UK market in February 2009
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- Podcast in which Bas van den Beld, Eduard Blacquière and Roy Huiskes discuss what happened in search in Holland in January 2009.
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- Joost talked to Avinash Kaushik
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- Joost de Valk kicks off the SEO Roadshow by talking to Kevin Ryan, global content director Search Engine Strategies.
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