Published on Tuesday, February 16, 2010

Why You Need to Know More about Real-Time Search (Part II)

If you're a SEO or PPC expert, a brand marketer, or focused on click-throughs and conversion rates, you need to understand the impact of Real-Time Search. Why? Because Real-Time Search has already affected these disciplines and will continue to do so.
Some of Eli's answers will surprise you. Some will challenge your current assertions of Social Media.
Interview with Eli Goodman
Larry Chase: Is Real-Time Search a fad or a game-changer?
Eli Goodman: It's becoming a standard part of the search environment. It's all about the real estate on Search Engine Results Pages. Real-Time Search will probably move away from Tweets and more toward delivering data, such as the latest job postings or the latest news story associated with your search.
Is Real-Time Search More Valuable to Consumers or Marketers?
LC: What's the value of Real-Time Search?
EG: Real-Time Search, as a stand-alone product, is a compelling idea, but I don't see it as having legs anytime soon. It's interesting data, but what's more valuable for marketers is to be able to query through and quantify that information.
It's a great listening tool, but real-time results are not that compelling in my opinion to the average searcher unless it just happened or is news-related.
Social Media's Impact on Click-Throughs and Conversions
LC: How do you see Social Media affecting search behavior?
EG: Social Media can heavily influence search activities, and those other activities can drive conversions, whether online or offline.
We did a study with GroupM Search through its M80 Social Media group about Social Media and searching and the relationship between them. [See link in Resource List at bottom.]
We found the Click-Through Rate increased from 4.5% to almost 12% for people who were exposed to both Social Media and paid search around the brand.
We also found that consumers who were exposed to a brand in social and paid search campaigns were 2.8 times more likely to search for that brand's products than consumers who were exposed only to paid search.
Is SocMed A Branding or Direct Response Channel?
LC: Do you think Social Search or Social Media is more of a branding medium than a Direct Response medium?
EG: I absolutely believe that Social Media advertising is much more about branding.
LC: So, for example, was Pepsi's decision not to run a Super Bowl ad but to do a Social Media campaign instead a good use of the channel?
EG: Absolutely. Social Media offers a big brand a lot of bang for the buck for much less money than they would otherwise spend in traditional media. A Social Media campaign can pay off with brand recall, eventual visitation and both online and offline conversions.

Eli Goodman is Search Evangelist for comScore. To read the comScore/GroupM Search/M80 study, "The Influenced: Social Media, Search and the Interplay of Consideration and Consumption," view the press release

Courtesy of Web Digest for Marketers. Kudos to Sr. Editor Janet Roberts, who condensed this series of two intricate interviews below down to their core essentials

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