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RE: Research on SEO/SEM Effects on Brand Equity

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Subject:  RE: Research on SEO/SEM Effects on Brand Equity Ashley Friedlein - Favourite
Author:   Ashley :   view profile | all posts by this author | add to favourites
Date:   18:11:39 23 October 2006
 

Hi Andrew

Interesting question. Plenty of case studies showing that offline marketing / advertising drives search activity but you're asking about it the other way round - how SEM drives metrics like brand favourability, recall, purchase intentent and so on?

Will have a look around and see what we can unearth.

Most of the presentations I've seen recently show there is lots of evidence to show that online marketing drives online sales, and that offline marketing drives online sales, but people are finding it harder to demonstrate how online marketing is driving offline sales. Those case studies are a little thinner on the ground

Ashley Friedlein
CEO
E-consultancy.com

 
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  • Research on SEO/SEM Effects on Brand Equity, AndrewTyler, 20 Oct 13:44
    I am trying to find a case study (or seven) about a business that has used search engine marketing to enhance their brand and improve their brand equity in the public eye.  For exa ...
    • Research on SEO/SEM Effects on Brand Equity, JohnCav, 20 Oct 18:06
      Hi Andrew My company Com.Motion Consultinf has a case study online about one of our clients that sells products online.  You may find it of interest and it is at the following l ...
      • Research on SEO/SEM Effects on Brand Equity, EmilyKelley, 23 Oct 10:39
        Thanks for the reply John, but it's not quite what I'm looking for.  I need an example of a bigger business that uses SEO to improve brand equity and awareness, not just to drive s ...
    • RE: Research on SEO/SEM Effects on Brand Equity, Ashley , 23 Oct 18:11
      Hi Andrew Interesting question. Plenty of case studies showing that offline marketing / advertising drives search activity but you're asking about it the other way round - how S ...
      • RE: Research on SEO/SEM Effects on Brand Equity, Ashley , 23 Oct 18:54
        By the way, Andrew, I guess you've already got loads of studies showing how search marketing drives 'consideration' (usually for purchase)? There's been quite a bit on this e.g. mo ...
        • RE: Research on SEO/SEM Effects on Brand Equity, Ashley , 24 Oct 15:57
          p.s. also a load of brand-related research and stats at (http://www.aolbrandnewworld.co.uk/download_centre.htm) http://www.aolbrandnewworld.co.uk/download_centre.htm in the full re ...
    • Research on SEO/SEM Effects on Brand Equity, teddie, 24 Oct 20:55
      Andrew I remember reading a study a few years ago that said ranking in organic results does have a positive impact on brand because it is perceived as a sign of approval by Goog ...
    • Research on SEO/SEM Effects on Brand Equity, DaveChaffey, 26 Oct 12:32
      IAB US did some research and cases on this a couple of years ago - looks at the brand impact of sponsored listings and contextual listings. (http://www.iab.net/resources/admin/d ...
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