Smx west 2012 the end of search marketing (as we know it!)

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Smx west 2012 the end of search marketing (as we know it!)

  1. 1. THE END OF SEARCH MARKETING (AS WE KNOW IT!)
  2. 2. Alex Who?• Marketing Director Acquisio• 15 years Internet Marketing blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier
  3. 3. ACQUISIOThe Performance Media Platform
  4. 4. About Acquisio Buy• The leading platform to buy, track, manage, optimize and report on media across all Report Track SEARCH major Search, Social and SOCIAL Display networks. DISPLAY• In numbers Optimize Manage • +300 Clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • #46 Deloitte Fast 50
  5. 5. The BenefitsBe more efficient• Save time on grunt work (Automate Reporting & Campaign Optimization)• Focus on Strategic work• Manage agency growth (Scalability)Uncover new business opportunities• Add new channel to your offering (Search, Social, Display)• Upsell technology• Accelerate sales process & win more dealsServe clients better• Improve campaign performance• Show transparency• Solidify client loyaltyMitigate Risk• Ensure business continuity• Reduce employee turnover• Staff accountability
  6. 6. How it Works Agency Agency Proprietary Data - Bid Management White Label Platform - Reporting - DashboardsClient Client Client Client Client - Bulk Editing - Alerts - Attribution Othe r + Email + API
  7. 7. A Few of our Clients
  8. 8. IN 2011, AMERICAN ADVERTISERSSPENT $210B USD IN ADVERTISING
  9. 9. Internet Advertising Is Growing 9
  10. 10. Search Growth Is Slowing Down 10
  11. 11. Display Growth Is Accelerating 11
  12. 12. WHY IS THIS HAPPENING?
  13. 13. Search Is The Golden Child
  14. 14. Why We Love Search?• Millions of advertisers on AdWords, Adcenter & YSM• We get to buy our ads in an auction• We know exactly what we’re buying• We can adjust our bids to performance• We can target in so many ways• And we get that last click! ;-)
  15. 15. Display Was The Bastard Child
  16. 16. Why Display Was The Bastard Child?• Publishers and ad networks love to sell display in bulk• Good for them, but: • No transparency for the advertiser • No price discovery possible • The winner in this transaction is always the publisher
  17. 17. But Display Has Changed!
  18. 18. Display Is Getting Real Hot!• We can buy impressions one at a time• We can bid in real-time using data• CPMs are extremely low• Complete transparency into what you buy• Price discovery is here• Publishers & advertisers play on even terms• Attribution shows true value of display
  19. 19. ATTRIBUTION?
  20. 20. Search Always Gets All The Credit!• Each channel has a different manager, Social budget and results Email Mobile Impressions Search Display• Little understanding of how channels work with one another Clicks• In this environment, Search performs extremely well• The missing insight is: Conversions What drove that consumer down the funnel?
  21. 21. But Why Is This Happening?Display, Social, Other Impressions Search Clicks Conversions = single event
  22. 22. RETARGETINGBest Use Of Display For Search Marketers
  23. 23. Search & Display Improves Performance • On average only 2.3% of visitors convert on websites* • We can re-target ads to the 97.7% of visitors who didn’t convert, even as they visit other websites • These highly relevant display ads can revive missed conversions * Source: Fireclick Index
  24. 24. Performance Marketing: Are You Ready?• NO LONGER POSSIBLE TO COMPETE ON SEARCH ALONE• ALL CHANNELS MUST BE LEVERAGED FOR SUCCESS• THE AMOUNT OF CROSS-CHANNEL DATA IS STAGGERING• TECHNOLOGY IS BEGINNING TO MATURE• LOTS OF DIFFERENT SKILLS ARE NEEDED• RETARGETING GENERATES IMPRESSIVE RESULTS• HUGE OPPORTUNITY FOR AGENCIES
  25. 25. Thanks!Questions?apelletier@acquisio.com blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier

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