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The Bright Lights of SES NYC 2006
March 02, 2006
One need only meander toward the steaming Cup O' Noodles sign at the apex of Times Square to have the pedestrian thought--NYC is all about advertising.
No small wonder, then, that SES NYC 2006, too, was dominated by the advertising side of the SEM coin. The difference from previous versions of the NYC portion of the SES franchise, though, was that SEO didn't just seem to be given a dutiful nod and wink as the progenitor of SEM. Rather, much as if I were bold enough to aver some others than family were reading what I wrote last week when I suggested that as natural, or organic (or opposite-of-PPC for you advertising folks), or just plain SEO becomes more tethered to the actual language we earthlings use in pursuit of actual products, down to the exact phrasings--a moveable feast of consumer intelligence--might some in the advertising world actually find some use for what is currently being treated as little more than shrapnel?
In the wonderfully prescient Leveraging Search Data Beyond SEO And SEM, Max Kalenhoff sees the light I was trying to shine:
One significant area where search has tremendous potential involves the long trail of search-query data that consumers leave behind when seeking, comparing and analyzing information. Similar to consumer-generated media--which marketers are increasingly paying attention to amidst the rise of blogs and other social media--consumer search queries represent one of the largest pools of unprompted consumer intelligence. Setting aside keyword buys, consider the wealth of real-time insight into consumer intentions, behaviors, attitudes and drivers.
Make sure to take a look at the four specific areas he outlines where the wealth of information currently being ignored can be leveraged:
1. Identifying The Right Marketing Questions.
2. Divulging Consumer Insights.
3. Identifying Issues and Trends Early On.
4. Measuring Brand Equity and Marketing Effectiveness.
I couldn't have said it better myself, but then again I'm not really from the bright lights of advertising.
All posts by John Lustina
posted by John Lustina at March 2, 2006 09:07 PM
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