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Sis fri 0845 rob griffin


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Sis fri 0845 rob griffin

  1. 1. We’ve Forgotten Who We Are & What We Do Search Insider 2011
  2. 2. What Did We Hear Yesterday <ul><li>Become a publisher </li></ul><ul><li>It’s all about data & analytics stupid </li></ul><ul><li>We like naked puppets and bacon (not necessarily together) </li></ul><ul><li>Socialize all media efforts </li></ul><ul><li>Facebook has replaced Google as the most bitched about partner </li></ul><ul><li>Search behaviour (Brit spelling) is shifting to app/mobile/vertical </li></ul><ul><li>Attribution models are sexy </li></ul><ul><li>The agency needs to re-invent itself </li></ul><ul><li>We need tools, but need to know how to create actionable insight </li></ul><ul><li>Reprising a 45 minute presentation into 15 minutes w/o edits doesn’t work well </li></ul><ul><li>One person thinks I’m mean & two think I’m related to the Rivers </li></ul><ul><li>We all need to learn how to sell better (Amen to that!!) </li></ul><ul><li>None of us still know what real integration means </li></ul><ul><li>Yes, I’m telerob (that’s short for telemark skiing mo’fo’ Rob Griffin) </li></ul><ul><li>I’m not going to reiterate yesterday’s topics (for those that spoke to last night) </li></ul>05/06/11 ::
  3. 3. What We Did Not Hear Yesterday <ul><li>Much about search after the rapping … yet we are attending the Search Insider Summit </li></ul><ul><li>That search is the biggest benefactor of all other media </li></ul><ul><li>Anyone else notice most SEM specialists want to talk about everything but search? </li></ul><ul><li>Even though search is the front door to most of our business models </li></ul><ul><li>Search has the lowest competitive barrier to entry, but doesn’t have to </li></ul><ul><li>Search is the simplest to demonstrate a reason to test a competitive agency </li></ul><ul><li>Search is undervalued in it’s strategic importance to an agency </li></ul><ul><li>Search can serve as a real-time large focus group that can help to optimize other channels and creative messaging </li></ul>06/05/11 ::
  4. 4. So What Is The Combined Meaning <ul><li>It’s no longer good enough to be purely a media, creative, or a search agency </li></ul><ul><li>We must be full service digital, yet not lose specialized expertise … especially search </li></ul><ul><li>Integration doesn’t mean your agency has one name on the door </li></ul><ul><li>We must help clients organize their entire digital footprint across earned, owned, & paid media ( or whatever we want to call it ) </li></ul><ul><li>Focus on experience (& conversion) optimization which requires a combination of strategy, consumer insights, site & campaign analytics, traffic segmentation, retargeting, on- & off-page SEO, and of course media buying … including PPC </li></ul><ul><li>The missing piece is going back to being search-centric because most consumers don’t consider search a channel … search is just an action a consumer takes between media channels … but search is still central to their digital experience … regardless of where the search occurs </li></ul>06/05/11 ::
  5. 5. Experience Optimization In Agency Practice <ul><ul><ul><ul><ul><li>Define KPIs – </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Campaign effectiveness, Cross-media analysis, Social monitoring </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Agree tracking strategy </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Set strategic guidelines </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Custom and syndicated research </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audience insights </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Artemis Weighted Attribution </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Reporting and Dashboards </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Creative/Landing page optimisation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Web analytics/usability </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Onsite surveys </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Media planning </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tagging deployment </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Inventory auditing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Audience segmentation </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Targeting/retargeting </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Set CPM/CPC pricing thresholds </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>CRM </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Email </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Database management </li></ul></ul></ul></ul></ul>3. MEDIA EXECUTION 5. BUYING ADJUSTMENTS 2. MEASUREMENT ACTION PLAN 4. CAMPAIGN OPTIMISATION 6. CUSTOMER RETENTION 1. INSIGHT & STRATEGY
  6. 6. How This Fits Into The Customer Journey Loyalty loop Initial consideration set Moment of purchase 2. MEASUREMENT ACTION PLAN 3. MEDIA EXECUTION 4. CAMPAIGN OPTIMISATION 5. BUYING ADJUSTMENTS 6. CUSTOMER RETENTION 1. INSIGHT & STRATEGY Search lives between & with all of these components
  7. 7. Why Do I Say This <ul><li>If search is managed properly … </li></ul><ul><ul><li>Share of voice </li></ul></ul><ul><ul><li>Scale </li></ul></ul><ul><ul><li>Growth that matches performance and consumer adoption </li></ul></ul><ul><ul><li>Integrated planning & execution </li></ul></ul><ul><ul><li>Search insights used up-stream </li></ul></ul><ul><ul><li>Leverages other marketing communications & media </li></ul></ul><ul><ul><li>Actionable insights </li></ul></ul><ul><ul><li>LP testing & retargeting </li></ul></ul><ul><li>… an agency can reduce competitive risk through integration and search excellence </li></ul><ul><li>The more intertwined search is and subsequently the better it performs … </li></ul><ul><ul><li>The harder it is to be removed from the suite of offered agency services </li></ul></ul><ul><ul><li>It will also serve as a foot-in-the-door to other pieces of business </li></ul></ul><ul><li>If not done right, more than search is at risk </li></ul><ul><ul><li>Display, RTB, rich media, video </li></ul></ul><ul><ul><li>Mobile & social services </li></ul></ul><ul><ul><li>Site analytics, even traditional media as it gets digitized </li></ul></ul>06/05/11 ::
  8. 8. Summary <ul><li>Search is of huge strategic importance to an agency, lets not forget that </li></ul><ul><li>It represents the front door to our business </li></ul><ul><li>Get search right and you can improve almost every other aspect of the media mix </li></ul><ul><li>This is why more traditional agencies have been gobbling up stand alone search shops for years </li></ul><ul><li>Get search wrong or even simply not as good as it can be and the agency risks losing more than just search </li></ul><ul><li>So lets not forget search is </li></ul><ul><ul><li>Who we are </li></ul></ul><ul><ul><li>Why we are here </li></ul></ul><ul><ul><li>What we do </li></ul></ul><ul><ul><li>And why it is mission critical to our entire digital portfolio as an agency and to our clients success </li></ul></ul>06/05/11 ::