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Blend Search And Social To Harness Global Data

This is the message Marty Weintraub is going to share with delegates at the International Search Summit on 28th October in London when he presents on how marketers can use international social media sites such as Facebook, LinkedIn and Twitter, as well as search and keyword tools to gain valuable insights and data that will drive global success.

In a recent SearchEngineLand post, Marty argues that marketers need to use the array of tools available to really segment their users and target specific demographics. He endorses contextual research – anything that isn’t search – as a means of finding out what your target audience is talking about, what they are interested in and what they need. This is done by engaging with users on sites such as YouTube and Twitter – join conversations, make friends, participate in debates and you will find those who either want what you’re selling, or will endorse it themselves.

Facebook, according to Weintraub, offers marketers a wealth of opportunity to gather this data due to the huge amount of information users share on the site, and don’t make private. Either by optimising your pages for internal search or targeting an audience through Facebook’s PPC mechanism, organisations should make the most of the access to data Facebook provides and use it to boost their online campaigns.

“Traditional” search still undoubtedly has a role, but by combining old techniques with new, marketers can vastly increase their data on, and therefore knowledge of global customers, prospects and brand ambassadors.

In his session at the International Search Summit, Marty will present case studies to demonstrate the effectiveness of blended data and discuss processes which enable organisations to deploy multiple search and contextual channels and effectively measure ROI.

Marty, who is President of US Agency aimClear,  speaks regularly at conferences on this subject, but will be focusing on the international aspects at the International Search Summit. Tickets for the Summit are available at the super early bird price of £125 –book now to avoid missing out as there are limited numbers of tickets available at this price.

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Gemma Houghton

Director of Marketing at Webcertain
Gemma has worked in international search marketing for over 15 years and is Director of Marketing at Webcertain, overseeing all marketing activities for the Group. She also organises and programmes Webcertain’s International Search Summit and International Social Summit, Barcelona-based conferences focusing on international and multilingual digital marketing. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing, a Diploma in Management and Leadership from the Chartered Management Institute, and a BA joint honours degree in French and German.

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