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 two of his interview, he is uniquely positioned to cover a lot ground which he kindly shares with us.
He refers to existing data sources that demonstrate how people use search and expects us to continue to learn how search is used, how it fits in the marketing mix and how he hopes to learn more about what is technically possible to do.
- Darran refers to search as the new gateway for small and medium sized brands to launch themselves.
- He considers who wins, established or new brands, he considers research provided by Comscore and discusses how both approach online.
- He discusses how clients can benefit from employing agencies such as Weboptimiser.
- From a brand perspective he considers the impact that price can have, and reminds us that search is merely the mechanism to get to the consumer and how the two should be combined for best results.
- Darran explains how Microsoft Live serves europe and how often the UK leads the way but he reminds us of the sophistication of Nordic regions and how across europe there are other search players that are more dominant on a regional basis.
Darran concludes that if we can predict the future, we are not looking far enough ahead...
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