April 22nd, 2009 by Richard Lee
SMX @ AD:TECH – Trends & Developments In Search Marketing
SMX @ AD:TECH – Trends & Developments In Search Marketing
MODERATOR:
Danny Sullivan, Editor-in-Chief, SearchEngineLand.com
PRESENTERS:
Dana Todd, CMO, Newsfoce, Inc.
Jeffrey Pruitt, Advisor, iCrossing
Sandor Marik, Direcor of Marketing, Conde Nast Digital
Jim McDonald, Senior Manager, Search and CRM, Match.com
- Search is an Always-on Network
- The Market Opportunity
- Search (SEM) is a $13.5B market (88% paid search, 11% seo, 1% other)
- 75% of Advertisers track performance, 25% track brand impact
- Sempo + emarketer: Online Advertising = $40B market
- DAO = Digital Asset Optimization, not just SEO
- Search = Social as well
Advertising Platforms:
Ad Platforms include APT, Google, etc.
Convergence of Search and Display:
- Search wants more branding
- Display wants more performance
Brand Model
Program management => Research -> Experience -> Planning -> Optimize -> Advertise
Creating connected brands: Aware, Active, Useful, Trusted
Search/SEM People = More Linear, Analytical
Search People = More Linear, Analytical. Very analytically minded people
More data in needed, to define and hit target
Know the marginal cost of acquisition
Attribution modeling
Search drives the last click
Engagement mapping
Quote from Jim McDonald (Match.com) Display Advertising, Ad Networks have a hard time to do true A/B testing from cookie to conversion
Social Media and Social Search may be giving Google some competition (i.e. Facebook feed, twitter, etc.). Sandor Marik (Conde Nast Digital)
6% time on search, 94% of time online not utilized by Google
Yahoo APT = Display advertising exchange, has 800 newspapers in consortium. Now being rebuilt to overcome issues.
How does new search companies differential themselves.
Social has impact on search and search results.
Danny Sullivan: Google not even in the game of Twitter. Whole space out there.