Digital Pharma East

Date	October 18, 2010
Location	Hyatt Bellevue Philadelphia, PA United States
Speaker	Eli Goodman, Search Evangelist, comScore, Inc.
Session Time	1:15 p.m.

Description	Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding Gain insights into the hot topics of online search, branding, and user-experiences from the industry-leading research house, comScore. Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities. Search terms must go beyond core brand and product terms to make an emotional connection with the users. Brands must do more than refine their keyword strategy – they must employ a solution that bridges the gap between search and display. Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.

Description

Research-Driven Insights “From Keywords to Content: Extend the Power of Search Branding

Gain insights into the hot topics of online search, branding, and user-experiences from the industry-leading research house, comScore.

Many brands are only utilizing search for direct response, and as a result, are missing out on strong branding opportunities.
Search terms must go beyond core brand and product terms to make an emotional connection with the users.
Brands must do more than refine their keyword strategy – they must employ a solution that bridges the gap between search and display.
Leading brands showcase how they are extending the reach of their keyword targeted campaigns -- and making a true emotional branding connection with patients & caregivers.