Archive for November, 2008

Nov26

Gord Hotchkiss

0

Brands on Search: Connecting during Consideration

Last week, I talked about what brand can’t do on the Search Results Page. Today, I’d like to talk about one of the many things that brand can do on search.
If brands can’t build an emotional appeal on the results page, they can certainly reinforce their presence at just the right time. This was at the heart of our brand lift studies. Remember, we use search when our intent is squarely aligned with researching a purchase. We’re actively looking for information. And the appearance of brands can be a powerful influencer in these types of searches. Here are some of [...]

Nov24

Gord Hotchkiss

2

Search Branding: A Problem of Metrics

This whole question of branding in search came about because of a rather fuzzy definition: what exactly is brand lift? How do you measure it?
This was the problem we wrestled with when we did the first search brand lift study for Google and Honda. Failing anything better, we did the standard tests of aided and unaided message and brand recall. I’m not a huge fan of these metrics, because I don’t think they adequately capture the neural basis of brand. But given the nature of the study (which included a survey and some eye tracking) it was our only feasible [...]

Nov17

Chris Davies

0

Business.com – What Works for Business Contest

Our friends at Business.com are trying to encourage businesses to share successful business solutions with others in order to generate prosperity in today’s economic decline. Enquiro is proud to be involved with a competition of this nature.
The What Works for Business Contest is designed to help shift the focus from what’s wrong with the economy to what businesses can actually do to survive and thrive in 2009. Business.com wants to reward businesses showing ingenuity and resourcefulness during these uncertain times.  They also want to share business solutions that have worked for others with businesses who are struggling to find answers to tough questions.  
Have you [...]

Nov10

Gord Hotchkiss

0

Democracy Changed on November 4th

Even as a Canadian, I was amazed by what happened the night of November 4th. History was made in many, many different ways. And for that reason, I’m interrupting my series on Search and Branding, just for this week.
Obviously, every journalist and pundit will be falling over themselves talking about the historic implications of this election. Democrats and Republicans alike were gushing and seemed a little speechless about the implications of Obama in the White House. I have my own feelings but that’s not what this column is about. For me, this election was fundamentally historic for another reason. It [...]

Nov10

Jody Nimetz

4

Online vs. Offline Competition: What Does it Mean for Your Online Marketing Efforts?

In this day and age, benchmarking is extremely important.  Knowing how you measure up to others is critical if you are to improve and remain competitive.  With regards to your online marketing efforts, benchmarking is the process that can be used as a key identifier to determine how you measure up with your competition.  The question becomes which competitors should you be looking at?  Many neglect to treat their online competitors and offline competitors as, well as different.  Of course in some cases they will be one in the same.  However if we look at it from an SEO perspective, your [...]