SEMpdx SearchFest ‘08 | Search in the Marketing Mix

Posted • March 13, 2008 • Comments Off

Search in the Marketing Mix

SEMpdx SearchFest ’08 Moderator: Sean McMahon – EngineWorks

SEMpdx SearchFest ‘08″ />

Jeff Pruitt
iCrossing and SEMPO

The landscape

• grow 3 times by 2012
• SEO will grow 4 to 5 times

Overview

• Research
• Experience planning
• Optimize
• Advertise

Linguistic analysis

• Linguistic Profile (tools and forecast)
• Persona Development

Optimize all Content (web pages, video, mobile, micro-sites)

Trends ( impacting on-line advertising)

• one stop shop advertising
• Engine Products

Hillary Jensen
Google

Marketer’s objective: effective advertising

• right consumer
• right time
• right message
• right medium

Search is a core behavior

• 85% of people on-line use search
• 80% of the searches occur outside of the US

Search is the most cost-effictive channel to drive purchases

No media is an island

• online search drives offline transactions
• offline channels drive online search (2/3 online search driven by offline channels)

Google Hot Trends

20% of online users purchases were driven by offline channels

Nathan Buggia
M$ Live Search

What is marketing

• Deep understanding of your customer
• product planning
• go to market strategy
• advertising

Excel Keyword Research Tool (Excel Add-in)

• keyword extraction
• keyword suggestion
• search buzz
• monthly traffic
• demographics

Microsoft adCenter Analytics (beta)

• Who’s sending me customers?
• Where do my customers live?

Integrate your search campaign with your marketing mix

late,
gary pool

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