Measuring brand efficiency in real time — Anastasia Leng // CreativeX

Quotes

• “SEO's don't really think of themselves as a brand channel, but we're becoming more and more brand oriented specifically with the rise of the zero click and Google, just capturing and displaying more content and driving less clicks.”

• “Often we use something that's called distinctive brand assets to try and figure out what are those things that are truly unique about your brand and how do we build algorithms to detect every piece of content that you have.”

• “And once you can actually get a brand consistency score on every creative asset, you can start to use that data and map the level of consistency against the various marketing performance metrics that you care about...”

• “Consistency doesn't necessarily equal quality or positioning or differentiation.”

• “There is a tremendous amount of research that shows that consistency does drive efficiency, but you're right, that there are those edge cases where all of the things you're consistent about are categorically terrible.”

• “I want to get away from things like, is it ugly or is the copy bad? Because again, those things are subjective statements.”

• “So what that means is our tone of voice and to be very concise, very, to the point, very minimalist, not a lot of color, if you have certain taglines or certain principles that you're constantly emphasizing, the name of the game is, is repetition.”

• “So the question is, as you start to get some of the success where your content may be featured on the Google homepage, even if people aren't clicking in, what does that mean to some of those other underlying metrics?”

• “We all need to be a little bit more comfortable thinking of SEO as more of a brand driving channel because of the impact and sort of the visibility that it can create, even if it's not driving those direct response results.”

• “It's about how visible, how accessible, how much you're able to stay in front of your potential consumers.”