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 three of his interview. Darran is uniquely positioned to cover a lot ground which he kindly shares with us.
Darran 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 discusses his favourites, how the market has changed and provides some clear examples.
- He describes recent case studies and how increases in business was as high as 40% using demographic targeting. He expects that behavioural targeting will produce even higher returns.
- Darran discusses how to take advantage of MSN Live search engine to maximise results and build up quality and volume.
- Darran proposes that time is the key metric to measure when considering key performance indicators.
- Darran explains how online is the 'prine finisher' of other marketing activities.
Darran concludes with some ideas about how you can drive up the business.
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