SMX@adtech: Trends and Developments — JeffPruitt
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1. The document summarizes trends from a panel discussion on search marketing, including that search engines give equal access to information and brands need to create "connected" experiences for users. 2. Key statistics on search advertising spending are provided, showing a majority is spent on paid placements and that budgets are shifting from offline to online/search media. Organic search engine optimization also remains very popular. 3. The evolution of search engines is discussed, noting they now provide better, faster responses across multiple content types like video and local results. Performance media is also discussed as search drives cross-channel advertising.
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Digital marketing consists of several key components including search engine optimization (SEO), pay per click (PPC) advertising, and social media marketing (SMM). SEO involves optimizing websites to rank higher organically in search engines through on-page and off-page techniques. PPC allows advertisers to target specific keywords and pay only when users click the ad. SMM utilizes social media platforms like Facebook, Twitter, and LinkedIn to engage audiences and drive traffic. Measurement tools like Google Analytics are used to calculate return on investment (ROI) and evaluate campaign effectiveness across digital marketing strategies.
Digital marketing-overview
The document provides an overview of digital marketing, explaining what digital marketing is, why people are going online, the benefits of digital marketing, its key components like search engine optimization, pay-per-click, and social media marketing. It also discusses how digital marketing has evolved over time from a focus on building backlinks to search engines to the rise of pay-per-click advertising and social media marketing.
Digital marketing-overview
The document provides an overview of digital marketing, explaining what digital marketing is, why people are going online, the benefits of digital marketing, its key components like search engine optimization, pay-per-click, and social media marketing. It also discusses how digital marketing has evolved over time and tools for measuring the effectiveness of digital marketing campaigns.
Digital marketing
The document provides an overview of digital marketing, explaining what digital marketing is, why people go online, the benefits of digital marketing, key components like SEO, PPC, and social media marketing. It also discusses how digital marketing has evolved over time from early search engine optimization efforts to now incorporating paid search advertising and social media. The document aims to educate on fundamental digital marketing concepts and strategies.
Digital marketing-overview
The document provides an overview of digital marketing, explaining what digital marketing is, why people are going online, the benefits of digital marketing, its key components like search engine optimization, pay-per-click, and social media marketing. It also discusses how digital marketing has evolved over time and tools for measuring the effectiveness of digital marketing campaigns.
Digital marketing Complete
The document provides an overview of digital marketing, explaining what digital marketing is, why people are going online, the benefits of digital marketing, its key components like search engine optimization, pay-per-click, and social media marketing. It also discusses how digital marketing has evolved over time and tools for measuring the effectiveness of digital marketing campaigns.
Digital marketing
The document provides an overview of digital marketing, explaining what digital marketing is, why people go online, the benefits of digital marketing, key components like SEO, PPC, and social media marketing. It also discusses how digital marketing has evolved over time from early search engine optimization efforts to now incorporating paid search advertising and social media. The document aims to educate on fundamental digital marketing concepts and strategies.
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- 1. SMX @ ad:tech: Trends and Developments in Search Marketing Dana Todd, CMO, Newsforce, Inc. Jeffrey Pruitt, Advisor, iCrossing, and Chairman, SEMPO Sandor Marik, Director of Marketing, Condé Nast Digital Jim McDonald, Senior Manager, Search and CRM, Match.com Moderator: Danny Sullivan, Editor-in-Chief, SearchEngineLand.com
- 2. “ Search and Search Engines are the collective consciousness of today’s World giving equal access to anyone, anywhere.”
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- 5. Brands need a new model to be successful Creating connected brands. Aware Active Trusted Useful
- 7. THE MARKET OPPORTUNITY FOR SEARCH
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- 9. U.S. Online Advertising Spending Total Dollars in Billions by Format, 2001 - 2012 $3.85b (38%) $10.78b (42%) PAST $19.65b (47%) FUTURE $0.25b (3%) Source: eMarketer, US Online Advertising Spending Report, October 2008
- 10. U.S. Advertising Spending Total Dollars in Billions by Media Type, 2001 - 2007 Sources: eMarketer,US Online Advertising Spending, Report, October 2008; TNS Ad Spending by Media Report, 2001 - 2007 * Internet includes yearly totals for Display, Paid Search and Natural Search
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- 18. Search in 2001… Google Confidential and Proprietary
- 19. Today… Better answers, faster Twitter results Store locater Organic results Video Results Including stock quotes, and site links Search Wiki Local Results
- 22. Search Driven Media Buying Platform API Cross-Media Bid/Buy Tool Media Buyer API API API 3rd Party Ad Management & Serving Tool Bid Management API API Ad Network Ad Exchanges + = Radio TV Print Buying Search, Contextual, Display Ads & Video Display Video Exchanges Search
- 23. CONVERGENCE OF SEARCH + DISPLAY
- 24. Convergence of Search and Display Performance Media (CPA/CPC) Search Display Site Targeting Contextual Exchanges Retargeting BT PAST Branding (impressions/CPM) Performance Branding NOW
- 25. BRAND MODEL
- 26. Program Management Integrating the digitization of all content and advertising
- 27. Search is at the Center of all Media Search
- 28. Thank you. Jeffrey Pruitt Advisor, iCrossing, and Chairman, SEMPO