Darran Snatchfold is Lead search researcher for EMEA, Microsoft. His role is to introduce fresh understanding about search engine marketing and how audiences differ between Google, Yahoo and MSN. This is part one of a rather long interview, broken into parts because he is able to cover so much ground.
He refers to existing data sources that demonstrate how people use search and expects us to continue to learn hwo search is used, how it fits in the marketing mix and how he hopes learn more about what is technically possible to do.
- Darran talks about new mobile 'tell me' technology and how mobile search will become easier to use.
- He talks about search as a database of intention and how searchers search differently on different search engines.
- He discusses the evidence that demonstrates that MSN visitors have a higher intention to buy.
- Search represents the most efficient route to market on the internet.
- Coming from an offline world he talks about how online has integrated with offline.
Darran concludes that search is an essentail end part of a media campaign - where brand loyalty can be lost at the click of the mouse.
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