SES Amsterdam - Cross Media Effect on Search

Tue 17 March 2009 14:35, Jellert Dekeyser

SES Amsterdam - Cross Media Effect on Search

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.  

 


  • Comments (0)
  • Events
  • Tell-a-cowboy

Comment

  • HTML is not allowed. URLs are automatically clickable.
    * Email address is not shown



  • SES London preview with Mike Grehan, VP, Global Content Director, Incisive Media
  • Search Engine Strategies (SES) 2010 calendar of events with Matthew McGowan, Incisive Media
  •  How to do keyword research with Christine Churchill at SES Chicago 2009
  • Google holiday bonus analytics features at SES Chicago 2009
  • How to develop a website architecture with Shari Thurow at SES Chicago 2009
  • Social affiliate marketing and analytics by Dan Siroker, co-founder, Spreadly, at SES Chicago 2009
  • Future of Search and author of Search Patterns, Peter Morville at SES Chicago
  • An elfy Dave Naylor

Events

Last event

Bloggers

  • J-P De Clerck
    J-P De Clerck

    Profession: Customer-centric digi...

    Company: Conversionation

  • Sam Murray
    Sam Murray

    Profession: Senior Search Consultant

    Company: Verve Search

  • Susie Hood
    Susie Hood

    Profession: Head of Copywriting

    Company: Click Consult / SEO C...

  • Tom Bogaert
    Tom Bogaert

    Profession: Managing Partner

    Company: QueroMedia


Latest Videos

Border_top
Border_bottom

Columns

  • Lizette van der Laan
    Social Media Image

    Is it the real you, the witty you, the person who reads the most interesting articles, makes t...




Newsletter

Subscribe to SC Newsletter:


RSS Feed

Are you a bloggerFacebook


Search



© 2014 Searchcowboys.com - All Rights Reserved - All views and opinions expressed are those of the authors of Searchcowboys.

All trademarks, slogans, text or logo representation used or referred to in this website are the property of their respective owners. Sitemap