Massimo Burgio Sempo Smx Madrid Target Europe Italy

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My presentation about the evolution of the search landscape and market in Italy, that followed a presentation of SEMPO at SMX Madrid 2008.

My presentation about the evolution of the search landscape and market in Italy, that followed a presentation of SEMPO at SMX Madrid 2008.

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  • 1. TARGET EUROPA / ITALIA Massimo Burgio SEMPO Board of Directors SMX MADRID – MAY 2008 SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
  • 2. SHOPPING SOCIAL SEARCH ONLINE PR ENGINES VIDEO SEARCH PAY-PER-CLICK ORGANIC SEO BID STRATEGY MOBILE SEARCH WEB ANALYTICS LINK BUILDING SEARCH INTEGRATION BEHAVIORAL CONTEXTUAL RSS FEEDS BLOGGING SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
  • 3. SEMPO IN EUROPE • SEMPO UK, SEMPO Scandinavia, SEMPO Espana, SEMPO Italia, SEMPO CEE (Central Eastern Europe) already launched • SEMPO France, SEMPO Germany, SEMPO Netherlands, SEMPO Belgium on their way • Overall/pan-European partnerships with leading industry events (SMX, SES, ad:tech), search engines / publishers, and other professional organizations (IAB, DMA, local organizations) • Pan-European initiatives: EU research, EU roadshow SES NY SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY 2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY
  • 4. SEMPO IN ITALY • SEMPO Italy – Italian SEMPO Working Group just launched • Partner of top search/interactive events/players – Search Marketing Forum, Media 2.0 Expo, Roma Caput Media, SES Milan + IAB Italia, AssoComunicazione, WAA Italia • SEMPO Italia and social networks (Facebook, LinkedIn, Xing) • Local contribution and boost to SEMPO Europe initiatives (European research, pan-European SEMPO events) SES NY SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY 2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY
  • 5. SEARCH LANDSCAPE IN ITALY • no big revelations… Google rules • Yahoo!/MSN follow • Virgilio/Alice (TIM) • big publishers portals (Kataweb Group, RCS, RAI) • AdWords, Adwords, adwords… and AdSense • Panama follows but doesn’t catch-up yet • MIVA disappeared • advertisers test other contextual PPC options (Facebook) • advertisers use search strategies to engage in social media SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
  • 6. SEARCH MARKET STATUS IN ITALY • interactive agencies à move towards 2.0, but forget SEO basics • media centers à still sell search marketing as bulk advertising • in-house teams à focus on SEO, but lack training and resources • search marketing agencies à pro services, service fee bottleneck • Google sales team à top competitor in the paid search arena SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
  • 7. SEARCH/MARKET EVOLUTION IN ITALY • SEO = ROC = MAO = SMO • SERP ranking = blogs + social media • universal search = social search • PPC = lead acquisition • high internet penetration /search awareness = video / web TV • mobile ready users = mobile campaigns • social media networks = social media marketing • profiled targeting = integrated campaigns SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
  • 8. THANK YOU / GRACIAS! MASSIMO BURGIO massimo.burgio@gmail.com sempo.org sempoglobalsearchblog.com SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY