Measuring brand effectiveness online can be somewhat tricky… but there are definitely some different techniques that can be valuable to look at if you spend the time and effort to do so. As the marketing father Philip Kotler preaches; one of the best ways to measure your ongoing performance is to use benchmark studies. You need to measure brand performance and satisfaction in order to see how you are performing online and in order to place further investments.

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Maybe search gives such good feed back that your product enhances and search suddenly was a resource to you that made everything in the launch better!..

What can you do to get search input for a product launch…?

• Search in search engines for the keywords related to your new feature or new idea and see if there are any posted blogs, articles or forums with current wishes or if they see any new potential of old versions. At the same time note what sites rank on what keywords and be aware of the competition you might be facing if you want to show up in the results yourself.
• Search your competitors’ products and see what information they provide around new features and where they rank. Especially look at what other people have said about their products and if any rankings reveal some interesting facts.
• Some launches can be discussed in blogs on or off the corporate site but in order to get people there you should get your own blog to rank high in search engines or choose blogs that already are popular and is addressed to your target group.
• Produce additional content with questions and conversation of the new features you plan. If these features are not yet
• Produce articles and content on your site about new product enhancements you are about to do, even before they have left the idea stage, so that you can receive feed back.

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Search should never be considered as only a traffic generating marketing channel. It is your window to meet your target audience. It is more about how you wish to communicate with them in that space and how you make sure you are the perfect match for than rather than your key competitors.. It is hence a window of opportunity for every marketer but also a moving forever changing list where you fight for space in a crowd that gets more and more creative. At the same time you also need to be aware that your customers are a moving crowd that will constantly evaluate you and compare you to meet their needs.

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It all really depends on what you are looking for. I think it is crucial to consider that we have cultural variations and that we search differently. However we are all human beings with the same problems or same concerns and we are all looking for information and news. What really differ though are local searches and the way we conduct them. In many non English speaking European countries for instance we adopt English phrases and English terms and put these into our local search engines to avoid all the non local information that we would get otherwise.

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