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SXSW Interactive 2013

Be Bold, Stay Above the Fold

To date, search engine results and search marketing best practices have largely focused on driving web traffic and capturing clicks. While much research has been devoted to demonstrating and measuring the strong correlation between organic search and traffic and conversion benefits, the branding potential and consumer influence of appearing in search results has largely been ignored. In this presentation, Nathan Safran, director of research at Conductor will share the findings of a new research report that challenges marketers to rethink traditional branding strategies, making the argument (with supporting proof points from the exclusive research) on why search should be on par with traditional branding channels including television, print media and banner ads and the loss of equity and sales revenues that can results if search falls through the cracks – or worse, below the fold.

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Takeaways

  1. What is the link between natural search engine results and brand awareness
  2. How important is it for brands to appear above the fold on page one of search engine results?
  3. Can you measure the ROI for brands appearing above the fold on page one of search engine results vs. those that do not?
  4. Why don't most brand marketers view search as an important branding tool? Will this change in years to come and why?
  5. What are the key components of the new brand development paradigm?

Speakers

  • Nathan Safran, Director of Research, Conductor
  • Nathan Safran, Director of Research, Conductor
  • Nathan Safran, Director of Research, Conductor

Organizer

April Burghardt, PR Condultant , Conductor

Meta Information:

  • Event: Interactive
  • Format: Workshop
  • Track: Design and Development
  • Level: Beginning
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