The Future of Search<br />Monday, June 15, 2009<br />Jeffrey Pruitt<br />Chairman, Search Engine Marketing <br />Professio...
Agenda<br />A New Digital Paradigm for Agency Collaboration<br />The Market Opportunity for Search <br />Evolution of Sear...
“Search and Search Engines are the collective consciousness of today’s World giving equal access to anyone, anywhere.”<br />
INTERNET CONNECTION: Anyone, Anywhere at Anytime<br />
Always-on Network<br />
Network of Human Beings<br />
Brands need a new model to be successful<br />Creating connected brands.<br />Aware<br />Active<br />Trusted<br />Useful<b...
Our Market = Our OpportunityPundits say by 2012 … “  ” (SEMPO + eMarketer)<br />Search Marketing<br />Display Marketing<br...
Evolution of searchInspiring Marketers to Change!<br />
Digital Asset Optimization<br />
Demand for Multimedia<br />Content<br />Platform<br />
Search in 2001…<br />
Today… Better answers, faster<br />Twitter results<br />Organic results<br />Search Wiki<br />Including stock quotes, and ...
Brand, Sales, Leads and Traffic Are Top Objectives of Paid Placement Programs Among Advertisers<br />&quot;What is your co...
Performance Media<br />
Advertising Platforms<br />Ad Platforms include: APT, Google Adwords, AdCenter<br />The digitization of all content will l...
“One Stop Shop” Ad Platform<br />Centralized Search Driven Media <br />
Performance Media<br />Buying Search, Contextual, Display Ads & Video<br />Radio<br />TV<br />Print<br />API<br />3rd Part...
Convergence of <br />Search + Display<br />
Site Targeting<br />Contextual <br />Exchanges<br />Retargeting <br />BT<br />Display<br />Search<br />Performance Media<b...
Brand + Agency Model<br />The new Ecosytsem<br />
Search Driven Media – Search is at the center<br />Search<br />
Program Management<br />Integrating the digitization of all content<br />PROGRAM MANAGEMENT<br />Research<br />Experience ...
Linguistic Profile<br />Industry Language<br />Consumer Language<br />Oral care<br />Oral health<br />Locate dental profes...
Creating the integrated experience…<br />Optimize<br />Advertise<br />Experience<br />Planning<br />Site Design / Graphic ...
Optimized Video Content<br />
AGENCY<br />Hotel / Local Level<br />Brand / Corporate Level<br />Asset<br />Managers<br />VP<br />Spas<br />VP<br />Food ...
Agency<br />Internet<br />Strategy<br />Campaign<br />Mgmt<br />Brand<br />Marketing<br />Loyalty<br />Marketing<br />Perf...
Multi-Channel Reporting<br />
Search Engine Marketing Professional Organization (SEMPO) Mission: SEMPO is a global non-profit organization serving the s...
Q & A<br />
Thank You!<br />Jeffrey Pruitt<br />Chairman, Search Engine Marketing <br />Professional Organization (SEMPO)<br />email: ...
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Sempo Asia Tour: Mumbai Future Of Search

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Presentation by Jeffrey Pruitt in Mumbai, June 15, 2009

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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.
  • Sempo Asia Tour: Mumbai Future Of Search

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

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