Branding is a major goal for marketers around the world, and companies typically allocate big bucks for this objective. But branding was always hard to measure, that is until the web became a commercial medium

Online advertising started with banner ads, and it didn't take long before marketers realized search engine listings drive large volumes of targeted traffic to websites.

Search traffic is golden because it doesn't interrupt consumer behavior. Users are actively seeking information and want to be driven to its source. As they view the search listings for their query, these text descriptions function as ads that produce awareness.

Search Branding Studies

In 2001, NPD Group examined the effectiveness of three types of search engine ads: search listings, banner ads, and the tile ads to the right of search listings. The search editorial listings were read and clicked upon significantly more often than banners or tile ads, and they also produced more sales. Conclusion: Search listings provide more brand awareness than any other ads in a search environment.

In 2004, Interactive Advertising Bureau (IAB) and Nielsen/NetRatings explored branding produced by search listing text ads versus the contextual ads in the right column, focusing on four branding attributes (unaided brand awareness, aided ad awareness, familiarity and brand image associations). Conclusion: Branding in search listings is stronger than contextual ad branding, particularly when the brand holds the top position in the results page.

The Importance of Branding

Your brand is what identifies your business to consumers. It resides in the hearts and minds of your customers and prospects as the sum total of their experiences with, and perceptions of, your company. Good branding ensures loyal customers, and your existing customer relationships are the key to profitability. So it's no wonder that branding is a major marketing goal.

SEMPO research on business marketing goals shows that most companies place "increase brand awareness" at the top of their list. Other goals include, "selling products/services online," "generating leads," "increasing traffic," "generating leads for distributors," and "providing information/education."

Examples of internet branding...

Part two will explain...

* The Branding Component of Search Marketing
* How Search Branding Works
* Coordinating Critical Ad Elements

Freebies Web Search Engine

Give it a try, lots of Fun and Useful Stuff.

More New Mapping Technology

All these maps work essentially the same. Either click on a point inside the US or key a zip code and the program will draw the border for the region in question. Some points will result in no border being drawn due to the point being outside of the polygons in our database.

Zip Code Boundary Map

County Boundary Map

Town/City Boundary Map

MashMap

Your Movie and Showtime Map

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