A Talk by Dave Cousin
Head of Organic,
Oban International
About this talk
Launching a brand into a new market is one thing but what if the market doesn’t even know that what you're selling is a thing? ATL is the normal way to launch a new product or service into a new international market. However search can also play a vital supporting role, not least for a complex new concept that’s alien to the market. From using keyword research to understand if there would be demand and what are the important cultural nuances through to how to drive awareness by targeting consumers at different points in the funnel and using content to inform them. This talk will focus on Organic Search, but also cover the role of Paid Search.
