Abhinav Chaturvedi, partner, Deloitte, India, moderated the panel discussion titled ‘The Holy Grail of SEO and SEM’ at the Performance Marketing Summit 2021 organised by ETBrandEquity.Com. The panelists were Tarun Jha, head of marketing, Skoda Auto; Rohit Dosi, director - Microsoft advertising business, InMobi; Jahid Ahmed, head – digital marketing, HDFC Bank; and Mayur Pathak, lead – omni-commerce, Titan Company Limited.
Jha explained that Skoda chased two kinds of KPIs through performance marketing. First was brand building where brand awareness was looked at. Second was brand familiarity because Skoda is a niche brand in the country. Apart from them, the other core sales related KPIs of lead generation and test drive requests were looked at. These are the KPIs the brand chases through campaigns.
According to Ahmed, SEO (search engine optimisation) and SEM (search engine marketing) are ‘Karan and Arjun’ (characters from a popular Bollywood movie) for any digital market. SEO is built over a period. So, the brand cannot do too much testing in terms of which keyword they should go for in terms of ad texts, meta tags or title descriptions. Here, SEM gives a quick feedback over which keywords to target, for the brand knows which ad texts are really working well. So that means, those ad texts can be considered as a good title description and meta description.
Speaking from his experience about how Titan made use of first party data, Pathak explained that, over a period of...
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