-
Research on search engine marketing and brands
Wed, 01 Jul 2009
WPP announced a research project that is intended to explore the dynamics between search engine marketing and brand building. WPP agencies will work on the project with help from Microsoft Advertising.
“Today, marketers are spending billions on search engine marketing, primarily as a direct response mechanism,” said David Sable, vice chairman & COO of Wunderman, a WPP agency. “We think it’s time to better understand how search builds brands differently than traditional media. The connection between brand building and search marketing is at best, spotty and the research we will conduct may help shed light on how brands can tap into search as a brand and market share builder.”
WPP agencies Wunderman, BrandAsset Consulting®, and ZAAZ will be the primary drivers on the research initiative, which will delve into the developing interplay between brands and search engine efficacy. According to Sable, the WPP agencies are “intrigued by the next generation of search engine marketing, as evidenced by developments like Microsoft Corp’s new search engine, Bing, and the opportunity it presents for consumers to embrace brands.” The study will encompass the impact search is having on WPP’s blue chip clients and consumers around the world.
“We’re pleased to work with WPP’s agencies on research in this area,” said Scott Howe, corporate vice president of the Advertiser & Publisher Solutions Group at Microsoft. “Coming on the heels of our launch of Bing, the opportunity is ripe to re-think preconceived notions about what search decision engines can and cannot do, and how the connections between search and display are becoming increasingly interwoven to drive brand awareness.”
The two companies will focus their efforts around the following areas:- The correlation between brand awareness and search efficacy;
- How search engines are changing consumer behavior;
- How social marketing impacts the search for brands;
- The connections between paid search and brand development.
This investigation will culminate in a report by WPP agencies on how the newly invigorated competition in search marketing is impacting consumers’ level of brand recognition - as well as the future direction of search. Initial findings are expected to be shared during Advertising Week in New York, in late-September 2009.
You are welcome to submit your comments here