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The Winning Ticket: The Trifecta Of Intention Marketing

by ~ April 30th, 2010

This post was written by Chris Copeland, CEO, GroupM Search – The Americas, and published in MediaPost’s Search Insider, Friday, April 30, 2010

As you read this, I will be standing somewhere on the grounds of my favorite sports destination, Churchill Downs. For me, the two minutes of thoroughbred racing on the first Saturday in May that is the Kentucky Derby is my favorite sports moment. The weekend encompasses three of my favorite things: sports with gambling attached, golf and plaid. It also gives me a great excuse to tie my hours of research into the writing of this column.

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Run The Whole Race, Not Just The Finish

by ~ April 28th, 2010

Sport shoes isolated on the white backgroundI can comfortably go into any running race and be very confident that I am not going to win.  In the running world, I qualify as what is termed a Clydesdale.  Just think of a sleek thoroughbred compared to the solid Clydesdale, and you get the idea.  Well, about two weeks ago, I ran my third half marathon, and as usual, I was not realistically competing against the majority of the other 17,000 entrants.  Sure I wanted to beat as many as I could, but I was competing against myself or maybe my previous times.  As I was going into the last mile, I looked at my watch, and in order to hit my goal time, I had to pick up the pace.  In the end I finished where I wanted, but thought to myself, if I had been able to cut off 20 seconds by going a little faster at the end…

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Can Social Media Bridge the Brand-Consumer Gap?

by ~ April 7th, 2010

Customer Loyalty - Suzanne Wagner v4.7.10According to recent findings by Marketing Charts, a deep chasm of distrust separates the global consumer from today’s leading brands.

Let’s face it; this is not a new trend. Consumers have always been weary of companies, and companies have always searched for ways to gain consumer trust. Now, social media has become the corporate go to for “connecting” with the audience, forming relationships and humanizing brand image. However, even after the frequent Facebook updates, promotional Tweets and viral YouTube videos, it all comes down to one thing – why should consumers care about your brand?

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Be Not Afraid of Greatness: The Search Aspirations of Yahoo and Bing

by ~ April 5th, 2010

This post was written by Chris Copeland, CEO, GroupM Search – The Americas, and published in MediaPost’s Search Insider, Friday, April 2, 2010

Some are born great, some achieve greatness, and some have greatness thrust upon them — Shakespeare, “Twelfth Night”

I’ve spent most of the last month engaged in a knowledge quest to better anticipate the direction major players in search and social media are planning to take in the coming 12 months. The tour kicked off in Redmond, Wash. with Microsoft and concluded last week with a visit by Yahoo CEO Carol Bartz to discuss the current and future state of Yahoo with the GroupM Search leadership. It’s probably no accident that the bookends of this process are two players in the space who are banking on greatness coming from the combined power they bring to the marketplace.

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