SEMpdx SearchFest ‘08 | Search in the Marketing Mix
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Search in the Marketing Mix
SEMpdx SearchFest ‘08 Moderator: Sean McMahon - EngineWorks
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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
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
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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