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.

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