he Search committee of the DDMA focuses on promoting the field of search engine marketing in the Netherlands, through knowledge sharing and education. In the context of knowledge sharing, we therefore highlight the activities in the field of search engine marketing at organisations in the series 'Search engine marketing at'. Nuon and the Red Cross were previously discussed. UPC, a fellow member of the committee, is this time given this honour.
Who is Jeroen Millenaar?
Jeroen Millenaar has been working at UPC for six years now as manager E-commerce & Service. He started with a part-time job at the customer service department of World Online. “Because of this career start, the focus is still on the customer and putting customers first. Listening carefully to what the question behind the question actually is. UPC works with the agency Netsociety . For 2013, the choice was made to in-source operational SEM activities.”
From the head office of UPC Netherlands in Amsterdam, a team of over 20 people works on all online marketing disciplines. The role of search is important, UPC has recognized that for years. It remains a fixed, important part of the total mix and this is also not expected to change in terms of spending.
Online, and not just search, is important for putting the customer first, because that is often where the starting point is. For problems, you go online and you certainly do not always call a norway phone data helpdesk. SEM is so important because the starting point for the internet for many people is Google. And so it is important for UPC to be present there.
A few years ago, UPC even won the Speld, because of its philosophy of relationship management, also online. Nowadays, this is increasingly common, but at the time, it was certainly very innovative. Webcare is “being where your customers are” and that is still in the UPC genes. It is striking that loyalty at UPC is also one of the objectives for search engine marketing. That says something about its importance at UPC. At UPC, customer satisfaction and direct sales are embedded as targets. Online is therefore more than just sales.
sem upc
What does UPC do with 'search'?
Findability at UPC is getting the right information to the consumer at the right time. The story has to be right straight away. The basis for search is the AIDA model . In practice, this means that UPC also actively uses search campaigns focused on customer service, satisfaction and relationship management. The choice of campaign search terms is made based on the expected stages in the (purchase) process.
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