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Sempo Asia Tour: Mumbai Future Of Search
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Sempo Asia Tour: Mumbai Future Of Search

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Presentation by Jeffrey Pruitt in Mumbai, June 15, 2009

Presentation by Jeffrey Pruitt in Mumbai, June 15, 2009

Published in Business , Technology , Design
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  • Internet Connection: given access to anyone, anywhere. It doesn’t matter where in the world you are, or your background, age, whether you are rich or poor. Everyone has equal access to empowerment.  I would go on and on and on about how the internet and ability to search impacts the individual, but let’s talk about the shift to the individual impacts brands.  
  • The success that SEARCH has brought in both Branding and Direct Response through on-line media management has driven the innovation by the Engines to create on-line Platforms for cross channel marketing.  
  • These Platforms give Media Manager’s 1 tool & set of rules to utilize and bring to the buying process better insight into the correlation between media channels.  Because Engines have worked hard to produce APIs, Agencies & Technology companies have been able to build Bid Mgt Tools with 1 set of Rules and Interface.   Open APIs will transform display and other forms of media buying to become search like (auction Based) “Search Type Dynamics”.  Extending the Accountability, Efficiency and Optimization from Search Engine Marketing to the entire Market. This drives the prominence for SEMs, for bringing credibility to media buying. THIS IS EXCITING:. Our knowledge and Tools are transforming the way media will be bought and sold in the future.
  • We are just now starting to see this transformation with Display buying. Efficiencies are gained when breaking down the silo’s with Search and Display and Collaborating amongst advertisers divisions and agencies.
  • Program Management  Program Management of Digital Integration: With the integration of all digital assets across an advertisers many stakeholders (business units, locations globally, services, budgets, and multiple agencies has to be sorted out. ) Who will drive the program management of collecting stakeholder goals and objectives and ensure the efficiencies of integrating digital assets and advertising supports the overall corporate vision?  Search Agencies can drive this process through Program Mgt.

Transcript

  • 1. The Future of Search
    Monday, June 15, 2009
    Jeffrey Pruitt
    Chairman, Search Engine Marketing
    Professionals Organization (SEMPO)
    Special thanks to:
    Vivek Bhargava, SEMPO Member
    CONVONIX
  • 2. Agenda
    A New Digital Paradigm for Agency Collaboration
    The Market Opportunity for Search
    Evolution of Search
    Digital Asset Optimization
    Performance Media
    Brand and Agency Model, The New Ecosystem
    Quick Video http://www.youtube.com/watch?v=Mmz5qYbKsvM
  • 3. “Search and Search Engines are the collective consciousness of today’s World giving equal access to anyone, anywhere.”
  • 4. INTERNET CONNECTION: Anyone, Anywhere at Anytime
  • 5. Always-on Network
  • 6. Network of Human Beings
  • 7. Brands need a new model to be successful
    Creating connected brands.
    Aware
    Active
    Trusted
    Useful
  • 8. Our Market = Our OpportunityPundits say by 2012 … “ ” (SEMPO + eMarketer)
    Search Marketing
    Display Marketing
    Social Marketing
    Video
    $40+ Billion
  • 9. Evolution of searchInspiring Marketers to Change!
  • 10. Digital Asset Optimization
  • 11. Demand for Multimedia
    Content
    Platform
  • 12. Search in 2001…
  • 13. Today… Better answers, faster
    Twitter results
    Organic results
    Search Wiki
    Including stock quotes, and
    site links
    Store locater
    Video Results
    Local Results
  • 14. Brand, Sales, Leads and Traffic Are Top Objectives of Paid Placement Programs Among Advertisers
    "What is your company using search engine marketing to accomplish?"
    Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=317
  • 15. Performance Media
  • 16. Advertising Platforms
    Ad Platforms include: APT, Google Adwords, AdCenter
    The digitization of all content will lead to new advertising methods across multiple forms of content.
    Advertising platforms will be utilized to manage cross channel campaigns “Performance Media”
  • 17. “One Stop Shop” Ad Platform
    Centralized Search Driven Media
  • 18. Performance Media
    Buying Search, Contextual, Display Ads & Video
    Radio
    TV
    Print
    API
    3rd Party Ad
    Management
    & Serving Tool
    Bid Management
    API
    +
    =
    Search
    API
    Cross Media
    Bid/Buy Tool
    Media Buyer
    API
    API
    Display
    Video
    Exchanges
    Ad Network
    API
    Ad Exchanges
  • 19. Convergence of
    Search + Display
  • 20. Site Targeting
    Contextual
    Exchanges
    Retargeting
    BT
    Display
    Search
    Performance Media
    (CPA/CPC)
    Branding
    (impressions/CPM)
    Branding
    NOW
    PAST
    Performance
    Convergence of Search and Display
  • 21. Brand + Agency Model
    The new Ecosytsem
  • 22. Search Driven Media – Search is at the center
    Search
  • 23. Program Management
    Integrating the digitization of all content
    PROGRAM MANAGEMENT
    Research
    Experience Planning
    Optimize
    Advertise
  • 24. Linguistic Profile
    Industry Language
    Consumer Language
    Oral care
    Oral health
    Locate dental professional
    Good oral hygiene
    Oral hygiene
    Good Oral hygiene
    Whitening
    Battery-powered toothbrush
    Kid’s toothbrush
    Professional whitening system
    Dental care
    Dental health
    Find a dentist
    Dental hygiene
    Dental hygiene
    Personal hygiene
    Tooth whitening
    Electric toothbrush
    Child toothbrush
    Tooth whitening system
    Search Volume per month
    Search Volume per month
    148
    5,232
    10
    190
    5,155
    190
    5,075
    145
    592
    670
    17,407
    188,818
    74,588
    29,525
    24,558
    24,558
    17,670
    146,212
    16,522
    835
    6,205
    529,491
  • 25. Creating the integrated experience…
    Optimize
    Advertise
    Experience
    Planning
    Site Design / Graphic Comps
    Metric Analysis / Reporting
    Old:
    Site Launch
    Project Management
    Quality Assur. Testing
    Project
    Kickoff
    NSO / Content Dvpmt
    New:
    Marketing Support / Campaigns
    (SEM, SEO, Display, Social)
    Initial Workout Sessions
    Information Architecture
    Systems Integration
    Research & Requirements Gathering
    (Business, Creative, Technical)
    Wire
    Frames
  • 26. Optimized Video Content
  • 27. AGENCY
    Hotel / Local Level
    Brand / Corporate Level
    Asset
    Managers
    VP
    Spas
    VP
    Food &
    Beverage
    Hotel
    Owners
    INTERNET
    STRATEGY
    CORPORATE HOTEL
    Executive
    Director
    Golf
    Spa / Golf
    Directors
    Executive
    Director
    Marketing
    General
    Manager
    Executive
    Director
    Rev Mgmt
    VP Brand
    Marketing
    Executive
    Director
    PR
    Director
    P.R.
    Director
    Revenue
    Mgmt
    Director
    Brand
    Marketing
    DOSM
    VP Sales
    Principle
    (Budget)
    Stakeholder
    Communication: Internal Buy-in
  • 28. Agency
    Internet
    Strategy
    Campaign
    Mgmt
    Brand
    Marketing
    Loyalty
    Marketing
    Performics
    Core Metrics
    up*inc
    FCB
    West
    productions
    Lucidia
    Web
    Analytics
    Coldspark
    FPC
    Collateral
    Corporate
    Directories
    Print
    Brand
    Advertising
    Web
    Design
    Affiliate
    Marketing
    Brochures
    Meeting
    Guide
    Tactical
    Advertising
    Radio
    Rich
    Media
    Agencies: Partner Scenarios
  • 29. Multi-Channel Reporting
  • 30. Search Engine Marketing Professional Organization (SEMPO) Mission: SEMPO is a global non-profit organization serving the search engine marketing industry and marketing professionals engaged in it
    Our purpose is to provide a foundation for industry growth through building stronger relationships, fostering awareness, providing education, promoting the industry, generating research, and creating a better understanding of search and its role in marketing.
  • 31. Q & A
  • 32. Thank You!
    Jeffrey Pruitt
    Chairman, Search Engine Marketing
    Professional Organization (SEMPO)
    email: jeffrey.pruitt@arkonventures.com
    Special thanks to: