Sis thu 0900 david szetela

Is “Search” Dying?
David @SzetelaClix Marketing
http://szetela.me

Overall Point: 2010-2011: PC Tipping Point
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Gesture-based UI is fueling explosion
Real people hate mice, keyboards, files
Web 3.0 is like DOS

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Point 1: Velocity of Change is Accelerating (2001)
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Point 2: Direct Object Manipulation
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Pioneered by the Macintosh
Helped many people become first-time computer users
Commonplace in the iPhone/iPad user interface
Explosion in Pad devices will continue

SEM Ramifications: Direct Object Manipulation
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Soon: create iPhone/iPad/Android “Conversion apps”
Later: create “sites” that can be used without keyboard or mouse

Point 3: Voice Input and Output
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Will be next PC UI breakthrough
Windows 7 includes very good voice recognition
Apple predicted in 1987 – with another future technology: Anthropomorphic Agents

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Point 3: Voice Input and Output
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Great apps now, e.g. Google Translate
(Attempted) demo

SEM Ramifications: Voice Input and Output
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Try Google “Click to Call” ads
Try using phone numbers in ads – e.g. AdWords Call Metrics
Create an attended or automated conversion process

Point 4: Contextually Appropriate Content
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Smartphones are location-enabled (GPS)
Near-field communication will be the breakthrough
Eric Schmidt’s flowers example
Huge personal-privacy implications

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SEM Ramifications: Contextually Appropriate Advertising
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Read my Customers Now book
Start using Social Media PPC, in-game advertising
Design landing pages that are context-specific

Hyper-Target Ad/Landing Page Combinations

Targeting Roulette Players in Swanage

Roulette/Swanage Landing Page
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Point 5: Ubiquitous Computing
Eric Schmidt: "...mobile advertising [will] generate more revenue than advertising on today's Web."
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Fact:
For most people on the planet, their first –and only – camera is the one in their phone.
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Fact:
For most people on the planet, their first –and only –Internet-enabled personal computer will be their “phone.”
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SEM Ramifications: Ubiquitous Computing
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Let people convert outside your site
Apps, In-game, Facebook pages
Get deeply into PPC display advertising: Google Display, Facebook, LinkedIn, Yelp, etc.
Target people, not keywords

Facebook Responder Profile Report

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Download Free Copy:
http://CustomersNowBook.com

Is “Search” Dying?
David @SzetelaClix Marketing
http://szetela.me

Sis thu 0900 david szetela

by MediaPost on May 06, 2011

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Sis thu 0900 david szetela — Presentation Transcript