Sempo Asia Tour: Mumbai Future Of Search
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Presentation by Jeffrey Pruitt in Mumbai, June 15, 2009
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Sempo Asia Tour: Mumbai Future Of Search
- 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
- 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!
- 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
- 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
- 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
- 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:
Editor's Notes
- 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.