Search Insider Summit – Online Marketing Blog – TopRank® http://www.toprankblog.com Fri, 19 Jan 2018 16:02:48 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.2 Internet Marketing Conference Tips: David Berkowitz Search Insider Summit http://www.toprankblog.com/2008/08/internet-marketing-conference-tips-david-berkowitz/ Wed, 20 Aug 2008 20:45:21 +0000 http://www.toprankblog.com/?p=2694 It’s hump day during SES San Jose week and it reminds us there are many avenues for interacting with marketing conferences. It’s one thing to focus on programming events like our last few tipsters, it’s another thing to have spent numerous conference hours in the shoes of an attendee, speaker and conference programmer. David Berkowitz [...]

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It’s hump day during SES San Jose week and it reminds us there are many avenues for interacting with marketing conferences. It’s one thing to focus on programming events like our last few tipsters, it’s another thing to have spent numerous conference hours in the shoes of an attendee, speaker and conference programmer.

David Berkowitz is Director of Emerging Media & Client Strategy at 360i and Programming Chair of MediaPost’s Search Insider Summit with a short but very important tip:

Make time for the activities and dinners. The [SIS] Summit has far more shmooze time than time in sessions, and that’s for a reason. As excited as I am about the program and the speakers, the lasting relationships come during the downtime, as do the most meaningful conversations.

Good point David, after conference events offer abundant networking opportunities that can last a lot longer than session notes.

Next on our list of marketing conference tips providers is Heather Lloyd-Martin, another person highly experienced as an attendee, speaker and conference organizer with the Direct Marketing Association.

We’re all about sharing the wealth of knowledge here at Online Marketing Blog and maybe you feel the same. Please share your tips on how to get more out of attending conferences in the comments.


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How Many Conferences Can You Attend in 30 Days? http://www.toprankblog.com/2008/05/how-many-conferences-can-you-attend-in-30-days/ http://www.toprankblog.com/2008/05/how-many-conferences-can-you-attend-in-30-days/#comments Tue, 13 May 2008 15:42:07 +0000 http://www.toprankblog.com/?p=2417 Conferences are a big part of TopRank’s marketing and content promotion strategy and it looks like a busy summer is ahead of us. Numerous events are coming up quickly – enough to make your head spin. Here is a summary of our involvement with PRSA, DMA, PUSH, SIS, SES and SMX events over the next [...]

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Audience

Conferences are a big part of TopRank’s marketing and content promotion strategy and it looks like a busy summer is ahead of us. Numerous events are coming up quickly – enough to make your head spin. Here is a summary of our involvement with PRSA, DMA, PUSH, SIS, SES and SMX events over the next 30 days:

05/14/08 – MIMA: Duality Reality – Who Controls Social Media in the Enterprise?
The local interactive marketing association along with inspiration and motivation from Doug Pollei, there will be a very interesting panel of in-house Interactives discussing how large companies (General Mills, Best Buy, Target, Fingerhut and OptumHealth) are adopting and measuring social media programs. If you’re in the Twin Cities this week and involved with social marketing now or in the future, this is a MUST ATTEND event.

05/15/08 – Teleseminar: Reputation Management in a Google World
Crisis communications PR pal Kami Watson Huyse and I will be doing this PRSA Teleseminar for PR professionals that are still trying to make sense out of SEO and search engines as PR tools. More info is available on the PRSA web site

05/18/08 – Search Insider Summit
On beautiful Captiva Island in Florida, MediaPost is holding another strategic, networking focused conference with TopRank’s Online Marketing Blog as a media sponsor. The SIS event is hands down one of my favorite conferences. It’s small, exclusive, high level and full of networking with senior agencies and brands. Visit the SIS site for more info.

05/19/08 – ACCM: Reputation Management – Protecting Your Brand in the Search Engines
The DMA is holding it’s annual ACCM conference in Orlando, FL and together with Heather Lloyd-Martin of SuccessWorks and Rob Key of Converseon, we’ll be explaining the intricacies of online reputation management to the direct marketing crowd. More info on the session page.

06/03/08 – SMX Advanced
Of all the SMX conferences I’d like to attend, this is the one I look forward to most. Due to conflicts, Dana Larson from TopRank will be attending and blogging in my place. This SMX event promises high level content for those already fluent in SEM. More info here.

06/09/08 – PRSA Digital Impact Conference: SEO for News Content
For the PRSA I am presenting a session in NYC for PR practitioners on how to make the most of optimizing the digital assets they have access to. Optimizing news content leads to more effective discovery by journalists researching topics/experts online. Find the 2 day conference schedule here.

06/15/08 – PUSH: The Fertile Delta
PUSH is an annual executive conference for innovators on topics including Economics, Religion, Politics and Technology held by the PUSH Institute in Minneapolis. I’ve heard buzz about this event for several years and am now finally going to attend. Here’s more about the PUSH experience.

06/17/08 – SES Toronto: Twitter – Ultimate Time Waster or Great Tool?
Clearly the writer of this session title has some bias. David Snyder of JRDunn, Chris Winfield of 10e20 and myself will effectively clarify what Twitter is good for and what it is not. I will be presenting results of our Twitter survey as well as a case study and 3rd party tools. Session info here.

If you are attending any of these events, be sure to say so in the comments!

For our coverage of conferences ranging from PR to direct marketing to search marketing, visit our Marketing PR Conferences category.


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Search Insider Wrap Up – Utah 2007 http://www.toprankblog.com/2007/12/search-insider-wrap-up-utah-2007/ http://www.toprankblog.com/2007/12/search-insider-wrap-up-utah-2007/#comments Wed, 19 Dec 2007 18:39:59 +0000 http://www.toprankblog.com/2007/12/search-insider-wrap-up-utah-2007/ This weekend completed a successful wrap up of MediaPost’s second Search Insider Summit show for 2007. TopRank’s participation with the event involved both speaking (moderating actually) and serving as a media sponsor. The Stein Eriksen Lodge in Park City, Utah was an excellent location for a winter event, especially for those that participated in the [...]

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Welcome to Search Insider Summit
This weekend completed a successful wrap up of MediaPost’s second Search Insider Summit show for 2007. TopRank’s participation with the event involved both speaking (moderating actually) and serving as a media sponsor.

Stein Eriksen Lodge
The Stein Eriksen Lodge in Park City, Utah was an excellent location for a winter event, especially for those that participated in the snowshoeing, skiing and snowmobiling activities. Next year the two SIS event will be held in May (down South maybe?) and another Winter event in December. Below is a wrap up of blog posts, images, video and even a few PowerPoint presentations.

Blog Posts and Live Coverage:

PowerPoint Presentations:

Photos:

Video:
(Unfortunately, we didn’t get video interviews or sessions, it was just too dark, but here are a few vids of the post conference activities)


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SIS Session: Microsoft New Keyword Services Platform http://www.toprankblog.com/2007/12/sis-session-microsoft-new-keyword-services-platform/ http://www.toprankblog.com/2007/12/sis-session-microsoft-new-keyword-services-platform/#comments Fri, 14 Dec 2007 21:27:03 +0000 http://www.toprankblog.com/2007/12/sis-session-microsoft-new-keyword-services-platform/ The sponsored lunch today at Search Insider Summit comes from Microsoft adCenter which included a demo of their new Keyword Services Platform and add-in to Excel 2007. Stacy Harris: Feedback from marketers is that traffic is good, but they want more of it. Marketers also want AdCenter to be easier to use. Natala Menezes is [...]

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Microsoft adCenter

The sponsored lunch today at Search Insider Summit comes from Microsoft adCenter which included a demo of their new Keyword Services Platform and add-in to Excel 2007.

Stacy Harris from Microsoft adCenter

Stacy Harris:
Feedback from marketers is that traffic is good, but they want more of it. Marketers also want AdCenter to be easier to use.

Natala Menezes Microsoft adCenter

Natala Menezes is up next and promptly announces Stacy was engaged last night!

Key points for current and future development of adCenter: Quality, Transparency and Simplicity.

What does this mean to keyword research, optimization and analysis? Access to real data, not just graphs including demographic and geographic information. It also means easy to use tools including keyword libraries and an adCenter add-in for Excel 2007 which focuses Keyword research, forecasting and monetization data.

Microsoft Engineer/Product Manager

Next up is Zhaohui Tang.

Keyword research is the most important aspect of any search optimization or analytics effort affecting: expansion, monetization, commercial intention, seasonality, synonyms, categories, translation, demographics and others.

Microsoft adCenter Keyword Services Platform: Algorithms to extrapolate new terms from a set and categorical relationships. Server platform offering keyword related services for adCenter but also for 3rd party developers to create new advertising applications.

Keyword Services Platform

Demo of KSP. I was sitting at a very bad angle as you can see, so I didn’t get any good photos. While the tool will not be released until early 2008, hopefully the adCenter team can give me access soon to do my own demo and review. Hint hint. 🙂

The demo shows Excel 2007 with numerous tabs on top showing a variety of keyword applications that go to the web and bring back the data directly into excel. Keyword extraction, suggestion, search buzz, monthly traffic, keyword categorization, geographic info, demographic info, monetization info (clicks, impressions, avg positions, CTR, CPC). There are also advanced algorithm settings.

The app is cool enough that there are whistles from the audience after the search volume tool is run resulting in big smiles from Stacy and Natala:

Big Smiles from Stacy Harris and Natala Menezes from Microsoft

Audience: Will there be backward compatibility for Excel 2003?
Natala: Microsoft is working on a web version and the MSFT engineer fellow said there will be a backward compatible version for Excel 2003

Audience: (Gord Hotchkiss) are all the features you showed only for your “head” phrases? How many terms will be returned?
Engineer: Only keywords where at least 10 queries per month. There is also a “generous” quota of query volume.
Natala: It’s also a live database being added to and will grow as time goes on.

Audience: How is the confidence score determined?
Engineer: Long answer, but basically algorithms that give an indication of probability.


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Search Insider Summit Day 1 Photos http://www.toprankblog.com/2007/12/search-insider-summit-day-1-photos/ http://www.toprankblog.com/2007/12/search-insider-summit-day-1-photos/#comments Fri, 14 Dec 2007 16:27:19 +0000 http://www.toprankblog.com/2007/12/search-insider-summit-day-1-photos/ As has become the practice for me while blogging conferences, I take a lot of photos. Not as many as Tamar Weinberg, Barry Schwartz or even David Berkowitz, but quite a few. Out of those photos there are daily favorites that give a visual of what the conference day was like. Day one of Search [...]

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Intermission Hall

As has become the practice for me while blogging conferences, I take a lot of photos. Not as many as Tamar Weinberg, Barry Schwartz or even David Berkowitz, but quite a few. Out of those photos there are daily favorites that give a visual of what the conference day was like.

Sun Rising Over Mountains

Day one of Search Insider Summit here in Park City Utah was fast paced and information rich. The Compete.com opening VIP breakfast warmed things up while snow started to fall out side.

Gord Hotchkiss

Sessions covered included Gord Hotchkiss’ opening remarks and keynote debate with Mike Margolin.

Managing Search in an Uncertain Economy

Those lively presentations were followed by Managing Search in an Uncertain Economy and a breakout, Leveraging Local Search on a National Basis.

SIS Audience

Lunch was sponsored by Google / YouTube and while I unfortunately did not blog it, Chris Heuer did.

Maxine Wins a Flip Video Camera

There was a Google flip camera giveaway won by a young lady named Maxine.

Chris Heuer Brigdet Shea
Chris Heuer Brigdet Shea

2110041257_39f8393c30_m.jpg
Photo courtesy David Berkowitz

After lunch I went to my room and worked but others went skiing or snowshoeing.

Natala Menezes
Natala Menezes

The evening dinner was sponsored by Omniture featuring a wine/beer reception and 4 course meal. There was plenty of networking and conversation going on and that’s a big part of what makes SIS a special event.

Omniture Sponsored Dinner

Dave Fall Ron Belanger
Dave Fall and Ron Belanger

Tameka Kee
Tameka Kee

Max Kalehoff David Berkowitz
Max Kalehoff and David Berkowitz

Cam Balzer and his Google Flip Camera
Cam Balzer and his Google Flip Camera

And now we’re going to do it all over again. 🙂 Here is my schedule for day two:

  • 8:00am – VIP Breakfast: Yahoo! Search – “Agency Focus: Exploring the Service Offering”
  • 8:50am: Opening Remarks
  • 9:00am: Keynote Address – Jordan Rohan, Managing Director, Internet Analyst, RBC Capital Markets
  • 9:45am: Search Marketers in Search of Display Budgets… and Beyond
  • 10:45am – Breakout: Forecasting with Search
  • 11:30am: Search Insiders Tell All
  • 12:30pm: VIP Lunch Presentation – Sponsored by Microsoft “Search Ad Intelligence” (Open to all Summit attendees)

Then it’s either snowmobiling or skiing. Hmmm.


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SIS Session: Leveraging Local Search on a National Basis http://www.toprankblog.com/2007/12/sis-session-leveraging-local-search-on-a-national-basis/ http://www.toprankblog.com/2007/12/sis-session-leveraging-local-search-on-a-national-basis/#comments Thu, 13 Dec 2007 19:43:15 +0000 http://www.toprankblog.com/2007/12/sis-session-leveraging-local-search-on-a-national-basis/ 10:45am: Leveraging Local Search on a National Basis with: Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships Marc Barach, CMO, Ingenio Mike Margolin, VP, Interactive Marketing Director, RPA Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc. Aaron excitedly shows slides/stats from eMarketer supporting that budgets are going to local, “local is here”. 20% of [...]

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Aaron Goldman

10:45am: Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.

Aaron excitedly shows slides/stats from eMarketer supporting that budgets are going to local, “local is here”. 20% of all queries are local based but over half of all queries are for local info but do not include geographic terms in the query (according to SEMPO)

Leveraging Local Search on a National Basis

Local campaigns
Chris describes the importance of having locations of all offices your company operates in as well as having a store locator. Don’t overuse brands and use geo phrases in ads.

Aaron: What are some best practices for online-only retailers?

Chris: If you want to buy geo modified phrases that’s fine, but you better have some call out to things like “free shipping”. Position against some of the benefits from brick and mortar retailers.

What about local targeting?

Mike: The businesses are divided into tiers: national, regional, individual advertiser at the local level. There’s a place for all 3 tiers in both geo modified and non geo modifed phrases. Parse out keyword sets to see what goes to national, what goes to regional.

Chris to Mike: Did you ever run into conflict between the brand and dealers wanting the same keywords?
Mike: The brands offer a variety of tools that are not found on dealer sites, creating distinct keyword sets.

Aaron: The major engines offer local search, how can marketers get away from that to other services for reaching local searchers?

Marc: Brings up Ingenio as a way that marketers are using alternate channels for driving leads. Also mentions internet yellow page provides that sell calls as welll as clicks. There are segments in the local space that are not well served, so it should be a goal for marketers to create services that meet that demand.

Chris: Yellow page listings showing up in organic search is due to Universal search not being flushed out. Going to see more with mobile, advertising with local.

Aaron: What are some interactive examples? Like Saturn tour of dealership through Google Maps.

Chris: Gives example of being able to virtually walk down a street.

Audience: Asks about ads tailored to the searcher that’s local vs the searcher searching locally.

Chris: Advises to use geo phrases that are unique to the area. A “local” will search with different geo names than someone that is searching in general of a geographically specific place. Example: “hotels new york” for someone visiting NYC. “hotels Tribeca” for someone that lives in NYC. It speaks to the person on a more individual level.

Mike: This isn’t easy stuff. It’s smart stuff. Need to provie it out, show ROI. It’s something everyone shopuld be considering.

Aaron: What are some of the tools provided by search engines for local search marketing?

Mike: Tells story of Honda where certified cars were not getting the visibility dealers expected. Microsites were constructed and hosted outside Honda and implemented in concert with Yahoo and Google as co-branded sites using tools the search engines had created.

Chris: Use tools within Google for geo-targeting based on where foot traffic comes from.

Mike: The whole idea of geo segmentation goes further than local brick and mortar businesses and online companies targeting locally. Geo segmentation nationally is absolutely critical.

Marc: Run multiple local campaignsn to account for pricing variances in different markets. Example: Glass replacement in Omaha pricing will be very different than in Chicago.

Chris: Before you step into the local search arena, make sure you understand the local nuances of each market.


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SIS Session: Managing Search in an Uncertain Economy http://www.toprankblog.com/2007/12/sis-session-managing-search-in-an-uncertain-economy/ http://www.toprankblog.com/2007/12/sis-session-managing-search-in-an-uncertain-economy/#comments Thu, 13 Dec 2007 18:42:11 +0000 http://www.toprankblog.com/2007/12/sis-session-managing-search-in-an-uncertain-economy/ 9:45am: Managing Search in an Uncertain Economy with: LeeAnn Prescott, Director, Research & Communications, Efficient Frontier Roger Barnette, President, SearchIgnite Joe Charlson, CMO, EDMC Moderator, Cam Balzer from DoubleClick Performics Cam: “What uncertain economy?”. Panel will offer two perspectives: Agency (LeeAnn and Roger) and a client side marketer or CMO perspective (Joe). LeeAnn from Efficient [...]

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Managing Search in an Uncertain Economy

9:45am: Managing Search in an Uncertain Economy with:
LeeAnn Prescott, Director, Research & Communications, Efficient Frontier
Roger Barnette, President, SearchIgnite
Joe Charlson, CMO, EDMC
Moderator, Cam Balzer from DoubleClick Performics

Cam: “What uncertain economy?”. Panel will offer two perspectives: Agency (LeeAnn and Roger) and a client side marketer or CMO perspective (Joe).

LeeAnn from Efficient Frontier, manages 300-400 million in paid search management. EFF has seen an increase in spend of 35% over the past year.

Roger from SearchIgnite explains their technology platform and says they haven’t had that much fluctuation.

Joe from EDMC gives a client perspective. EDMC is a parent company, direct response. 70& of students from marketing, lead gen. Sees search spend rates to continue. In the past took a leap of faith and spent more without the data tracking and now that they have that, they’ll continue.

Search will be the one channel that will continue to perform and show a return (in an uncertain economy)

Cam: Is search recession proof? How can you leverage search differently than other media?

Joe says yes. Mentions the current political situation bringing more into search.

Roger, maybe not recession proof but certainly more resilient than other channels.

Cam: Mentions Forrester report that applies the same metrics to all online media. There’s so many marketers (40% enterprise 60% midsize) getting into search. How can that new flow of dollars in to search be affected by an economic slowdown? Will there be a cyclical effect to search?

LeeAnn the trend towards search will continue. Cites Shar’s report (Forrrester) indicating percent of search spend at 8% but increasing to 18%. Search is getting more scruitiny, driving more efficiency. Search isn’t just acquisition, it’s also increasingly used for branding. Doesn’t see search declining in the near or far future.

Joe: Those that are doing well now with search will continue to spend. From an effectiveness perspective, there’s nothing like the web: SEO, PPC.

Cam: What are some of the tactics managing search campaigns. What kinds of techniques do you see marketers using in channels that will be affected by an economic slowdown?

Roger: Take a look at potential bellweather terms and if ROI tends to slip, act accordingly. Also look at rank volatility, which might be an effect of competitors making wholesale changes.

LeeAnn: Some of the things clients do to react to uncertain times is to adjust metrics. Example, segmenting leads into categories.  Other advertisers are changing messaging in their ad copy to reflect more security. Being reactive to market announcements in ad copy (dynamically managing).

Joe mentions that agencies can probably increase their margins in an uncertain time by providing more value. Examples like making strategic and tactical recommendations to give clients an advantage, such as LeeAnn’s suggestion about reacting to market announcements with changes in ad copy. He also mentions that the agencies that can help clients navigate the complexity of implementing SEO recommendations within complex organizations will be in demand.

Cam: It seems search is recession proof, but how many marketers have contingency plans in case the economy takes a downturn?

Guy from Lenovo says their budgets are already so slim, they’re already budgeting as if they are in a recession.


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SIS Session: Will Big Agencies Ever “Get” Search? http://www.toprankblog.com/2007/12/will-big-agencies-get-search/ http://www.toprankblog.com/2007/12/will-big-agencies-get-search/#comments Thu, 13 Dec 2007 17:56:49 +0000 http://www.toprankblog.com/2007/12/will-big-agencies-get-search/ 9:00am: Keynote address – FaceOff: Will Agencies Ever “Get” Search? with: Gord Hotchkiss, CEO & President, Enquiro Mike Margolin, VP, Interactive Marketing Director, RPA To present his point about whether agencies “get” search or not, Gord started things out by telling a story. He brings up John from MediaPost to be a human map of [...]

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Gord Hotchkiss Mike Margolin

9:00am: Keynote address – FaceOff: Will Agencies Ever “Get” Search? with:
Gord Hotchkiss, CEO & President, Enquiro
Mike Margolin, VP, Interactive Marketing Director, RPA

To present his point about whether agencies “get” search or not, Gord started things out by telling a story. He brings up John from MediaPost to be a human map of Ontario, points out some factual information about Ontario.

Gord asks the audience, “Based on that, would you want to visit?”  Not really. To find out more about Ontario, what would you do? Search.

Using broad topics and search phrases, what sorts of sites would you expect to find? Official Tourism board. Unfortunately, that site isn’t going to get found. What the OTB bid via paid search was all long tail phrases and only from April – July. Doing so misses out on all the investigative search and off season search from people planning vacations.

Gord says that for some reason, when they were at the agency table divvying up media buys, they “did” search, but they didn’t “get” search.

Now Gord moves onto another story: The electrification of North America.

It didn’t take a rocket scientist to see the advantage of electricity over steam. Even with the obvious advantage, it took 50 years for America to adopt electricity. It wasn’t the big companies, it was the small or new companies that adopted electricity more quickly. Why? The big companies had invested too much into steam.

Many of those big companies failed and new companies succeeded because of over confidence in their size and subsequently, their failure to adapt. The large agencies that are “invested” in traditional media will “do” search, but they won’t “get” search. They don’t have the incentive.

Four reasons there are cultural mismatches withing big agencies:

6.5% of budgets are going to online. 2-3% of that to search. TV gets about 42%.

  • With those numbers, there’s no incentive to “get” search because the budgets from clients are going elsewhere.
  • Agencies see search as best categorized as part of direct response, which they don’t do.
  • Search isn’t big, it’s small. Doesn’t fit with agency ways of doing things.
  • The job of the agency is to persuade consumers to buy things, even if they weren’t thinking of buying. Search is not about persuasion, it’s about multiple choice based on user intent. You can’t persuade in search, you can capture intention and offer options. It doesn’t fit with big agency DNA.

Mike Margolin

For the counterpoint, it’s Mike Margolin who begins with a story about the difference in how he and his wife remembered why she “chose” him. He thought it was because he was cooler than the other guys she was dating. She said it was because he had more money to do things with her. This is the analogy for his position that two people can see the same event differently.

Mike establishes that he works for a huge agency and does a wide variety of advertising and marketing including search marketing. They have PHD’s that conduct research on consumer behavior and take a very analytical approach to finding out what works and what doesn’t.

He brings up the post Gord made, “Will Big Agencies Ever Get Search?” and how it got him a bit excited.

The agency job is to find out what channel is the best match for reaching client goals. The really good agencies don’t care whether that’s TV or search. Mike says that some agencies are pissed off at missing the search marketing trend and aren’t willing to give budget to search marketing. They will continue to lose money for as long as they don’t get it.

There are so many companies frustrated over their current agencies not knowing what’s going on in the consumer marketplace, there are increasing numbers of agency reviews. At least in Mike’s recent agency experience.

Search is one of the few media channels where you can spend and spend and then cut it the next day. With most media, there’s an upfront media spend. For those reason, agencies can’t look at search as the first dollars in.

Fixed budgets are money you’re putting into channels that “have to” be invested in like TV or print. Flexed budgets include performance based marketing like search.

Regarding using search as the first place to invest in for building brand awareness, “You can’t put the search cart before the awareness horse.”

Mike gives an example of a major advertising push that resulted in a 1000% increase in search volume. Increased quality score and lowered CPC costs allowing them to compete on broad phrases without huge CPC costs compared to what they would pay if they started bidding on those terms without creating awareness through advertising first.

Mike restates that agencies need to be or are media agnostic. Not everyone needs to engage a full service agency. Agencies don’t need to manage the search campaigns, they can bring in outside search specialists to execute. Mike’s full service agency does not choose to do that though, they handle all search inside.

Mike definitely feels there’s a place for search firms in the future. Also says that in his conversations with the search engines, that there are numerous big agencies that are doing more interesting things with search than the search agencies are.


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SIS Opening Remarks Gord Hotchkiss http://www.toprankblog.com/2007/12/sis-opening-remarks-gord-hotchkiss/ Thu, 13 Dec 2007 17:20:31 +0000 http://www.toprankblog.com/2007/12/sis-opening-remarks-gord-hotchkiss/ Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit Where is search at? This year was the first time seeing a major change to what users see via universal or combined search, as well as the beginning of personalization and search term suggestions or query refinement. Gord recently talked to [...]

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Gord Hotchkiss

Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit

Where is search at? This year was the first time seeing a major change to what users see via universal or combined search, as well as the beginning of personalization and search term suggestions or query refinement.

Gord recently talked to usability people at the major search engines via a webinar which can be found at enquiroresearch.com

The “holy grail” of search is disambiguation, i.e. understanding user intent.

Four things that came out of the webinar.

Personalization holds promise, but in 2008 it’s not going to impact user experience that much. Engines like Google will continue to play with personalization in the coming year, but don’t expect much.

Social graph – what people are doing as a community. To use this to disambiguate will be good for head phrases but not the long tail. Query refinement such as what Yahoo is doing is one way to disambiguate.

More useful results are coming! Blended results are just the first step. It’s not just the implementation of universal results that will improve the search experience. It’s also the core of search that needs to be improved.

Mashups – expect search to move from “destination search” and more towards powering search in other applications and situations.

“Quantum leaps”.  It won’t be desktop search. It will be Mobile Search in large part due to the iPhone. Bottlenecks are being solved bringing enhanced features and functionality to the mobile space.

As results become more useful, the less users will move from the search results page. Clicks may not be the best metric, especially if they’re getting answers right within the search results.


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Search Insider Summit Day 1 http://www.toprankblog.com/2007/12/search-insider-summit-day-1/ Thu, 13 Dec 2007 13:39:59 +0000 http://www.toprankblog.com/2007/12/search-insider-summit-day-1/ Despite the snowy, blowy mountains outside it’s going to be hot inside at the Search Insider Summit conference with the following sessions on my plate for attending and some for blogging: 8:00am-8:45am VIP Breakfast: Compete, Inc. – “Carving Up the Market in Park City – Your guide to segmenting the marketplace for better ad targeting” [...]

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View from Stein Eriksen Lodge

Despite the snowy, blowy mountains outside it’s going to be hot inside at the Search Insider Summit conference with the following sessions on my plate for attending and some for blogging:

8:00am-8:45am
VIP Breakfast: Compete, Inc. – “Carving Up the Market in Park City – Your guide to segmenting the marketplace for better ad targeting”

8:45 am:
Opening remarks: Gord Hotchkiss, CEO & President, Enquiro —Emcee of the Search Insider Summit

9:00am:
Keynote address – FaceOff: Will Agencies Ever “Get” Search? with Gord Hotchkiss, CEO & President, Enquiro and Mike Margolin, VP, Interactive Marketing Director, RPA

9:45am:
Managing Search in an Uncertain Economy with:
LeeAnn Prescott, Director, Research & Communications, Efficient Frontier
Roger Barnette, President, SearchIgnite
Brian Boland, Director, Microsoft adCenter
Joe Charlson, CMO, EDMC

10:45am-11:30am
Leveraging Local Search on a National Basis with:
Moderator: Aaron Goldman, VP, Marketing & Strategic Partnerships
Marc Barach, CMO, Ingenio
Mike Margolin, VP, Interactive Marketing Director, RPA
Christopher Knoch, Principle Consultant, Omniture Consulting Group, Omniture, Inc.

12:30pm:
VIP Lunch Presentation – Sponsored by Google “Eyeball Marketing: Strategies to Reach an Online Audience in the PC Auditorium

After that, it’s skiing and snowshoeing activities, but alas, I will be working on finishing blog posts and business tasks. The day finishes up with a sponsored dinner at 7:00pm.


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Search Insider Summit Day .05 Photos http://www.toprankblog.com/2007/12/search-insider-summit-day-05-photos/ Thu, 13 Dec 2007 11:03:32 +0000 http://www.toprankblog.com/2007/12/search-insider-summit-day-05-photos/ You know those stories you hear once in a while about people who “blog in the nude”? Well, that will never be me but I am in a plush robe courtesy of Stein Eriksen Lodge, the place where Mediapost’s Search Insider Summit is being held the rest of this week and on Saturday. I just [...]

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Welcome to Search Insider Summit

You know those stories you hear once in a while about people who “blog in the nude”? Well, that will never be me but I am in a plush robe courtesy of Stein Eriksen Lodge, the place where Mediapost’s Search Insider Summit is being held the rest of this week and on Saturday. I just returned from the opening reception where hours’dourves and drinks were served along with smart conversation.

Aaron Goldman

Familiar faces included Aaron Goldman from Resolution Media, Gord Hotchkiss from Enquiro, David Berkowitz from 360i, Natala Menezes from Microsoft and Paul Bruemmer from Red Door Interactive. What’s nice about SIS events is that I DON’T know that many people yet and get to meet really interesting people from interesting companies like Carel Hearon from eLuxury, Carrie Coffee from Medio, Kendall Fargo from Intuit and John Hart from a particularly interesting technology company out of New Zealand called vortexDNA.

Before the reception, I was able to take a few photos outside the lodge and thought I’d share a few favorites:

Stein Eriksen Lodge
Entrance to the lodge

Sunset
Sunset (kinda)

Elk on the Mantel
It wouldn’t be a lodge without a dead animal above the fireplace, right? 🙂

View from Stein Eriksen Lodge
View from the lodge

Top of one of the lifts
The deer are not faking me out but the flames look real 🙂

Stein Eriksen Lodge Restaurant Bar
Empty bar in the lodge. This is so not like Pubcon in Vegas. But that’s a good thing. 🙂

For more photos, be sure to check out the Search Insider Summit Flickr set.


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David Berkowitz & Gord Hotchkiss – Search Insider Summit Utah http://www.toprankblog.com/2007/12/search-insider-summit-utah/ http://www.toprankblog.com/2007/12/search-insider-summit-utah/#comments Mon, 10 Dec 2007 11:10:06 +0000 http://www.toprankblog.com/2007/12/search-insider-summit-utah/ A whirlwind conference schedule winds up this year with Mediapost’s Search Insider Summit being held in Park City Utah at the Stein Eriksen Lodge Dec 12-15, 2007.  As part of our media sponsorship duties, I caught up with conference chair, David Berkowitz from 360i and the host/MC, Gord Hotchkiss of Enquiro for a quick interview: [...]

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A whirlwind conference schedule winds up this year with Mediapost’s Search Insider Summit being held in Park City Utah at the Stein Eriksen Lodge Dec 12-15, 2007.  As part of our media sponsorship duties, I caught up with conference chair, David Berkowitz from 360i and the host/MC, Gord Hotchkiss of Enquiro for a quick interview:

david-berkowitz.jpg gord-hotchkiss.jpg

Please tell us a little about yourself – a mini bio if you will.

David: I’m Director of Emerging Media and Client Strategy with 360i, the search-focused digital agency. I’ve been writing a weekly Search Insider column for MediaPost since it launched in mid-2004. For fun, I have my own blog at MarketersStudio.com, and I do a fair amount of speaking at industry events. It’s a great gig, especially with the clients I get to work with.

Gord: Search marketer, research fan, marketing pundit, columnist and Chair of SEMPO. And those are just my day jobs.

Search Insider Summit is a fairly new conference. How did you get involved and what is your current role?

David: This is the fourth conference in the past two years. I’ve been the program chair since it began, so I’ve had a hands-on role shaping the content and working with all the speakers, along with doing some speaking myself.

Gord: As a Search Insider columnist, I guess I’m amongst the “Usual Suspects” when it comes to being involved with the Summit. I hosted in the Spring in Florida, and I guess I’m back for a repeat performance in Park City. David tells me I’m also on the Advisory Board.

What will you be talking about at the upcoming event in Park City Utah? What’s top of mind for you right now when it comes to search?

David: I’ll be talking a lot less than usual, only appearing on one panel with the other Search Insider columnists, so it’ll be fun shutting up and learning something from the masters. What’s top of mind for me is how search and social media interact. I’m really excited for the sessions on Saturday, especially one on universal search, and I’m not just BSing you because you’re the moderator. With universal search, Google and the other engines are showing how social media optimization (SMO) becomes search engine optimization (SMO).

Gord: I wrote a column awhile back titled “Will Agencies ever Get Search? Don’t Hold Your Breath.” Rumor has it that I’ll be dragging that debate into a public forum on the opening day. I suspect there will be no quicker way to polarize the audience. I’m sure I’ll be touching on other topics as well during the show. Personally, I’m fascinated by how we use search as an extension of our own decision modeling.

Since were at the end of the year, can you make some predictions about search marketing in 2008? Is anything more notable that personalized and unified search in store for the way engines work (algorithmically)? What changes regarding paid search and social search do you see in store?

David: Unified or universal search is just getting warmed up, as is just about anything with social media optimization. With paid search, I don’t anticipate so many changes to it because what all of these new social media ad opportunities and other new models reveal is how hard it is to find anything more effective than search engine marketing. Granted, people are only searching so much of the time online, and the new models for when people are consuming content are getting much more sophisticated. I’m really curious to see if mobile search gains traction.

Gord: Ah..search predictions. Gotta love them. Well, we’ll see continued experimentation and testing with both personalized and unified search (and hopefully, we’ll come to agreement on the label we attach to it..unified..universal..3D..it’s getting really confusing). And I’m thinking mobile will see some significant changes in the coming year as well. My crystal ball is a little fuzzy.

From my previous experience, this event is strategically focused in it’s programming and there’s an abundance of networking opportunities. Who do you think is the ideal delegate for an event like this?

David: Ultimately, I think the ideal delegate is someone who’s dying to learn, and who will at least be coaxed into contributing given the chance. This is an event for someone hungry to explore not just what works but why it works. It’s someone who’s up for taking a ton of notes that they’ll turn into action items for their CMO or their agency.

Gord: Not sure who the ideal candidate is, because there’s a lot of territory being covered. I’d think the people who are looking at how to further integrate search into their own company’s bucket of best practices would find it useful. Also, the agency folks who are looking at how to expand their internal search practices will probably find a good fit. If nothing else, they can gang up and push me off a chair lift or down a luge run.

Since the event will be held at the Stein Eriksen Lodge, which will it be for you? Skiing or snowmobiling?

David: I’ve never skied but I’ll be willing to try the bunny slope. With snowmobiling, I’m in Manhattan and don’t drive much, but I’ve been playing Mario Kart 64 on the Wii during an occasional sanity break, and I’m not sure you want to see me behind the wheel of anything right now. I’m hoping there’ll be smores.

Gord: I’m from Canada. Snow is not something I’m going to be going out of my way to frolic in. Finding a location strategically located by the nearest fireplace sounds good, preferably with some type of hot drink in my hand.

Thanks guys! See you next week!

You can find more info about the Search Insider Summit on the registration or session schedule pages.


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Reader Poll: Can SES, SMX and Pubcon Coexist? http://www.toprankblog.com/2007/09/reader-poll-can-ses-smx-and-pubcon-coexist/ http://www.toprankblog.com/2007/09/reader-poll-can-ses-smx-and-pubcon-coexist/#comments Fri, 14 Sep 2007 16:04:47 +0000 http://www.toprankblog.com/2007/09/reader-poll-can-ses-smx-and-pubcon-coexist/ A lot has changed in the search marketing conference industry in the past year. The biggest news being the addition of Kevin Ryan to oversee Search Engine Watch and Search Engine Strategies along with the departure of Danny Sullivan from SES to start his own venture, Third Door Media and the Search Marketing Expo or [...]

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SES New York Audience

A lot has changed in the search marketing conference industry in the past year. The biggest news being the addition of Kevin Ryan to oversee Search Engine Watch and Search Engine Strategies along with the departure of Danny Sullivan from SES to start his own venture, Third Door Media and the Search Marketing Expo or SMX series of conferences.

Additional news includes the success of new conferences like MediaPost’s Search Insider Summit, programmed by David Berkowitz as well as the reduction in conference dates for Brett Tabke’s WebmasterWorld’s Pubcon down to one (albeit, temporarily) in Las Vegas. With the number of new and niche conferences popping up it begs the question as to whether the market demand can support so many events?

reader poll

Note: There is a poll embedded within this post, please visit the site to participate in this post's poll.

Every time someone polls the audience at a SES conference, “How many people are new to the event?”, over 50% raise their hands. It’s a staunch reminder of how many people are in need of an education in the SEM business. Not only is there a need to ramp up on basic knowledge, but there’s a need for ongoing education as well. What other industry changes as often and as frequently as the search marketing business?

At the same time, as established marketing conferences such as the DMA and industry specific events add search marketing sessions to their programming, others such as ad:tech have actually cut back on the overall number of SEO and PPC related offereings.

I for one, am pretty optimistic about multiple conferences being able to succeed financially and in their ability to deliver value to the growing need for search marketing knowledge.

What is your opinion on this? Are there too many options out there? Are the established conferences meeting market demand or are they saturating the industry with too many broad and niche offerings?


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Search Insider Summit Wrap Up http://www.toprankblog.com/2007/05/search-insider-summit-wrap-up/ Fri, 11 May 2007 13:54:46 +0000 http://www.toprankblog.com/2007/05/search-insider-summit-wrap-up/ This week was my first MediaPost Search Insider Summit event and I was glad to have been able to participate. I’ve been a reader of MediaPost publications on and offline for several years and have been a big fan of the Search Insider, which is pretty much the only email format search marketing content that [...]

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Sunrise
This week was my first MediaPost Search Insider Summit event and I was glad to have been able to participate. I’ve been a reader of MediaPost publications on and offline for several years and have been a big fan of the Search Insider, which is pretty much the only email format search marketing content that I’ll actually read outside of my ClickZ subscriptions.

To answer a question I had posted to Gord Hotchkiss in an interview last week, “What’s different about the Search Insider Summit conference from other search marketing related conferences?”, is that both the content and the conversations were weighted more towards the strategic side of search marketing. In fact, I overheard Gord at the end of the conference say he had more strategic discussions about the future of the search marketing industry this week than he’d had at any other conference.

Many other conferences are tactics driven, which makes sense because they are large events and work hard to meet the needs of the industry by attracting as many marketers as possible. The Search Insider Summit event is designed to be small and focused on topics important to those people within organizations responsible for all digital marketing, not just search.

That is not to say there wasn’t room for tactics, because there certainly was. My suggestion to MediaPost and David Berkowitz would be to have just a bit more tactics mixed with strategy in the panels and presentations.

Search Insiders Tell All

One of the standout features of this event over many others is that you could really tell the moderators knew the subject matter of their panels inside and out. That is not the case at some other search marketing conferences where moderators are often, literally clueless about the topic they’re moderating. Moderators can add a tremendous amount of value to a session and even “save” a session from failure, but only if they’re knowledgeable and curious about the session topic.

It was also obvious that paid search was the darling child of topics. Natural search entered conversations and presentations here and there, but it was by no means a focus. And let’s face it, right now paid search is where the big agencies, marketers and search engines are spending their time. It’s where the money is.

Since our company specializes in natural search optimization as well as other forms of editorial visibility on the web, one might think this would come across as a threat or at least a disappointment. The contrary is true actually. Such a situation is, and was, a tremendous opportunity.

Since there are so many SEO consultants out there making overzealous claims, what many big companies are looking for is simply a SEO company that they can trust to do what’s promised. Many organizations are bringing SEO and paid search in-house to handle tactical search marketing execution, but they’re also continuing to retain search marketing agencies as strategic consultants. SEO agencies will ignore this trend at their own peril and I believe it will pay off dearly to develop more strategic consulting services along with improving their standard search marketing services.

The next Summit is apparently going to be mid December somewhere in Utah with a skiing theme. With Pubcon in Las Vegas the first week of December, a trip to the slopes right after sounds pretty festive (and potentially productive) to me.

Here are photos from the Summit from myself and David Berkowitz. Videos are here (note, I am still uploading more), the MediaPost Raw blog coverage of the event is here.


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Competitive Intelligence – Search Insider Summit http://www.toprankblog.com/2007/05/competitive-intelligence-search-insider-summit/ http://www.toprankblog.com/2007/05/competitive-intelligence-search-insider-summit/#comments Thu, 10 May 2007 15:02:24 +0000 http://www.toprankblog.com/2007/05/competitive-intelligence-search-insider-summit/ Competitive Intelligence — One of the most powerful aspects of search engine marketing is the intelligence you can gain from it, both about your own brands and your competitors. Just how much can you find out about the competition? What tools and strategies should you use? Here you’ll learn how to gain or retain your [...]

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Competitive Intelligence
Competitive Intelligence — One of the most powerful aspects of search engine marketing is the intelligence you can gain from it, both about your own brands and your competitors. Just how much can you find out about the competition? What tools and strategies should you use? Here you’ll learn how to gain or retain your competitive edge.

This session featured Patrick Lopez from iCrossing, Tom O’Grady from AdGooRoo, LeeAnn Prescott from Hitwise, Matt Roche from Offermatica and moderation duties were handled by Cam Balzer from DoubleClick Performics, who I interviewed early in the conference.

Overall, this session was a bit light, but it was great to get specific numbers from HitWise, as I would expect, and also both Tom O’Grady and Matt Roche did a great job explaining their products. Matt Roche offered an excellent strategic perspective on online competitive intelligence and he was a standout person on the panel.

Cam gets things rolling by having the panel provide a basic intro.

iCrossing: Uses WebPositionGold for rankings and AdGooro for paid search.
Hitwise: Largest user base of sites monitored.
AdGooro: Keyword and competitive intelligence and trademark monitoring.
Offermatica – Optimize ads in ad networks, text ads, landing pages. Increase engagement and sales for clients. Things to look at: demand going to competitors. Offers made by competitors that you’re not. Finding executions that are more compelling.

Cam: Techniques or tools?

Tom: A lot of information is transparent now, increasing the need for competitive intelligence. AdGooRoo measures coverage (share of voice) pre-click and rank. Those are data points to look at.

Cam: How does coverage work in aggregate?

Tom: AdGooroo tracks paid and naturally separately and together. “Coverage” is % of times showing on the first page in paid search results. With natural listings, “coverage” is the number of times the phrase appears in the first 10 pages. With AdGooRoo keywords are added to different groups for monitoring and from that you make adjustments.

LeaAnn: Understanding searcher intent by the sites they visit. Example: “xbox 360” do consumers go to a retail site or a gaming site? Understanding how much of your own brand traffic is being siphoned off by competitors. Ex: are users going to a Wikipedia entry for your company or to your site?

Cam: What are some ways and sources to mine data?

Patrick: With disparate data resources, it’s important to make the information actionable. Identifying strengths and opportunities is important, but it’s finding terms that no one is going for that generate the most interest.

Cam: What kinds of data sources?

Patrick: WebPosition Gold and AdGooRoo and also a site review by our search team. Also, see what others are doing well and use that information to your advantage.

Matt: What it comes down to is the ability to use competitive intelligence info and take action on it. Example: a negative consumer review can go live seconds later. A site optimization recommendation can take 3 months to implement.

Cam: What is the other guy spending on search?

LeeAnn: Use Hitwise to identify traffic volume, search terms, traffic sources and then compare to your own site to get a round about idea.

Tom: The most direct way is to go head to head and make some assumptions from that.
Cam: In the US Hitwise doesn’t offer a breakout of natural vs paid reporting, but ComScore qSearch does offer reporting of traffic natural vs paid search.

Audience: Are there any synergies with HitWise and AdGooRoo working together?

LeeAnn: Both together would offer a powerful tool. HitWise would provide general numbers.

Tom: AdGooRoo would provide more tactical information for execution.

Audience: What about brand reputation monitoring?

LeeAnn: News sites are beginning to optimize their content. Blogs are starting to get more traffic than mainstream news. For example, the Saddam execution video had more coverage on blogs and traditional news sites.

Cam: Why?

LeeAnn: Blogs and consumer generated media are using the language of most searchers. This gives insight into how people are actually searching for content.

Cam: Should search engines disclose what marketers are spending

Panel: It would be great, but not going to happen.


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Search Insiders Tell All Video – Search Insider Summit http://www.toprankblog.com/2007/05/search-insiders-tell-all-video-search-insider-summit/ Wed, 09 May 2007 12:04:52 +0000 http://www.toprankblog.com/2007/05/search-insiders-tell-all-video-search-insider-summit/ I went the lazy but entertaining route and took some video of the “Search Insiders Tell All” session yesterday afternoon that included David Berkowitz, Aaron Goldman, Bob Heyman and Gord Hotchkiss. Here the “Search Insiders” about personalization, brand stewardship, Google DoubleClick and the disparity in standards applied to search marketing that are not applied to [...]

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I went the lazy but entertaining route and took some video of the “Search Insiders Tell All” session yesterday afternoon that included David Berkowitz, Aaron Goldman, Bob Heyman and Gord Hotchkiss.

Here the “Search Insiders” about personalization, brand stewardship, Google DoubleClick and the disparity in standards applied to search marketing that are not applied to TV or direct response marketing.

[googlevideo]http://video.google.com/videoplay?docid=1795234824398773860[/googlevideo]

Here is a discussion of video search, advertising and marketing.

[googlevideo]http://video.google.com/videoplay?docid=8682933542265150995[/googlevideo]


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Integrating Search with Other Marketing Channels http://www.toprankblog.com/2007/05/integrating-search-with-other-marketing-channels/ http://www.toprankblog.com/2007/05/integrating-search-with-other-marketing-channels/#comments Wed, 09 May 2007 11:39:57 +0000 http://www.toprankblog.com/2007/05/integrating-search-with-other-marketing-channels/ Day two of the Search Insider Summit was full of great presentations and commentary, so be sure to read the frequently updated MediaPost Raw blog. Since many of the attendees of the Summit are the kinds of companies, marketers and agencies that employ various types of marketing channels, both on and offline, the opportunity to [...]

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Integrating Search with Other Channels
Day two of the Search Insider Summit was full of great presentations and commentary, so be sure to read the frequently updated MediaPost Raw blog.

Since many of the attendees of the Summit are the kinds of companies, marketers and agencies that employ various types of marketing channels, both on and offline, the opportunity to present examples and case studies of integration with search was ideal.

Some of the high level takeaways from this session include the importance for company marketers to set expectations when enegaging in an integrated campaign as well as the importance of coordination. Larger agencies that are capable of managing multi channel programs including search may have an easier time than a situation where a company uses multiple agencies to manage their various marketing programs.

The session included a good mix of agencies and search engines:

Nidhi Modi, Group Director of Search Engine Marketing, Carat Fusion
Julienne Thompson Hood, Director, Search Product Sales, Advertising.com
Eric Facas, SEM Channel Manager, Google
Kelly Graziadei, Senior Agency Development Director, Yahoo! Search Marketing

Moderator duties were carried by Rob Griffin from MediaContacts.

Rob Griffin: What are your overall thoughts on the need for integration?

Eric Facas: Integration is a huge part of search going forward. In the past many channels were operating in silos.

It’s not important to have one team to coordinate integration, but that everyone works together. Everyone wants a seat at the strategy table. More so from any other media, we can use information gleaned from search to benefit other marketing campaign.

Example: Google trends to assess your brand health, compare to competitors.

Search can be a proxy for success of offline media. Use search as a metric or sounding board.

Rob Griffin: What are some challenges with integrating search?

Nidhi Modi: Gave example of Rebok wanting to associate “Reebok” with running.

Users were driven to an interactive site to map running routes, download playlists. 90% of the time they used search to support the 5 market channels. Running in LA, Running in Boston, etc. Also employed humorous ad slogans:

Also used search as a push tactic, to attract tertiary queries, “shin spints”. Overall, paid search was used as a online support tool for other media buys and offline promotions. The measurement was audience engagement. Also used Yahoo Buzzwords (Yahoo Insight)

Rob Griffin: What is Yahoo doing to help advertisers integrate with search?

Kelly Graziadei: Gives example of a TV commercial that invites user to search Yahoo for “Special K“. There is a branded ad/search result at the top. Additional links are provided to other supporting content.

Rob Griffin: How do we make sure advertisers are getting the right messages in front of the right people?

Julienne Thompson Hood: There’s an importance to understand offline or online behavior. Behavioral targeting helps get stray users back to a desired action.

Users on sites that are part of an ad network are tagged (anonymously) and if they stray from a desired outcome, they are presented with a targeted ad to draw them back to desired actions. Behavioral retargeting has resulted in a huge increase in CTR and conversion rates as high as 300%. Advice to marketers is to make sure your vendors are providing the proper analytics.

Rob Griffin: Predicts that search teams are going to be the media buyers and analytics teams will be the media planners in the future. When you deal with agencies, who owns that?

Eric Facas: The key is coordination. There’s lost opportunity if coordination is not in place where multiple agencies are in place for various media.

Kelly Graziadei: Indviduals in your organization need to take responsibility for the coordination and not “pass the buck”.

Rob Griffin: How are your partners using tools like Yahoo Buzz and Google Trends?

Eric Facas: THere’s not enough uniformity on this. From a data standpoint, it could be an agency working with analytics solutions provider or an agency that offers analytics consulting.

Julienne Thompson Hood: If you’re on the client side, be sure to set reporting guidelines upfront.

Rob Griffin: Yahoo uses retargeting on your network, how do you use Yahoo buxx. Are you drinking your own Kool-Aid

Kelly Graziadei: Yes we do drink the purple Kool-Aid. We’re able to use registered user data to implement behavioral targeting. Affinities help Yahoo suggest other things the user might be interested in.

Example of Jet Blue responding to spikes in “Jet Blue” queries during some bad news about passengers being stranded on a plane. Jet Blue used search as part of their PR response.

Eric Facas: Helping advertisers determine the extent to which offline promotions are affecting brand queries on search. Example, changing creative in a print campaign might affect online search queries.

Nidhi Modi: Coordinate with other outbound communications such as TV and Press Releases so as to affect search campaigns before hand to take full advantage.

Rob Griffin: From a behavioral targeting perspective how do you plan for integration with search?

Julienne Thompson Hood: If a consumer interacts with retail situation, retargeting can be based on what search terms they used to arrive on the site. Then a banner based on that phrase can be presented to them.

Purchase history can be used for behavioral re-targeted. A behavioral targeted impression is much more valuable than a general ad impression.

Rob Griffin: what about measuring offline conversions from integrated campaigns?

Kelly Graziadei: It’s still early in the game. Cites a study showing up to 200% increase in offline sales and 100% increase in online sales.

Eric Facas: The holy grail of marketing is being able to judge effectiveness of each type of media. We’re getting close to comparing performance. Example, online video: online commercial VS TV commercial.

Nidhi Modi: We’d all love to have a tool that measures online and offline and something that factors in a multiplier that can tell us where to move budget. Carat has a tool/control panel that can capture multiple online channel performance data and over time, make basic budget reallocation recommendations.


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Search Insider Summit Videos http://www.toprankblog.com/2007/05/search-insider-summit-videos/ http://www.toprankblog.com/2007/05/search-insider-summit-videos/#comments Tue, 08 May 2007 22:33:09 +0000 http://www.toprankblog.com/2007/05/search-insider-summit-videos/ We are all about the social media on this blog and our coverage of conferences with interviews, photos and below a few videos. [googlevideo]http://video.google.com/videoplay?docid=529951350886112476&hl=en[/googlevideo] Here is the programming chair of the conference, David Berkowitz talking about how this is the biggest Search Insider Summit yet as well as the kinds of topics that drove the [...]

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We are all about the social media on this blog and our coverage of conferences with interviews, photos and below a few videos.

[googlevideo]http://video.google.com/videoplay?docid=529951350886112476&hl=en[/googlevideo]

Here is the programming chair of the conference, David Berkowitz talking about how this is the biggest Search Insider Summit yet as well as the kinds of topics that drove the programming ranging from innovative search technology to click fraud to mobile marketing.

I also caught up with Cam Balzer of GoogleClick Performics 🙂 oops, I mean DoubleClick Performics. As tempting as it was to ask Cam about Google’s acquisition of a company that provides natural and paid search marketing services, I kept it PC.

Cam moderated a competitive intelligence panel and he shares his insights about CI for ROI versus branding campaigns and does provide a well coached answer about Google/DoubleClick. You’ve got to love that media training.

[googlevideo]http://video.google.com/videoplay?docid=-7365198326853745321&hl=en[/googlevideo]

More video interviews on the way Wed and Thursday!


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Video Search Optimization – Search Insider Summit http://www.toprankblog.com/2007/05/video-search-optimization-search-insider-summit/ http://www.toprankblog.com/2007/05/video-search-optimization-search-insider-summit/#comments Tue, 08 May 2007 22:05:31 +0000 http://www.toprankblog.com/2007/05/video-search-optimization-search-insider-summit/ The first of the breakout sessions was a choice between click fraud and this session on video search optimization. This was an easy choice since video optimization is an important component of social media campaigns and we like the social media here at Online Marketing Blog. The session was moderated by Matt Spiegel of Resolution [...]

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Video Search Optimization
The first of the breakout sessions was a choice between click fraud and this session on video search optimization. This was an easy choice since video optimization is an important component of social media campaigns and we like the social media here at Online Marketing Blog.

The session was moderated by Matt Spiegel of Resolution Media and speakers included: Chase Norlin from Pixsy, Scott Rhodes of VeoTag, Christy Tanner of TV Guide and Dan Perry from Cars.com.

Matt Spiegel: Is online video search for entertainment or other purposes?

Christy Tanner: Increasingly people are watching TV online and not conforming to old models of “turning on the TV”. There are also science, news and technology applications for online video.

Dan Perry: Cars.com use of online video focuses more on education than entertainment. The value also comes from a viral aspect, users passing along videos and linking to them from other web sites.

Chase Norlin: Autos is one of the most popular categories of video search.

Scott Rhodes: Being able to tag a video to be better indexed by a searchg engine will improve video search. Video is the expressive media of the day. Consumers expect it.

Chase Norlin: Part of the job for marketers is to help companies create good content. The second part is to submit/push that content out.

Matt Spiegel: Is cars.com syndicating content to other sites.

Dan Parry: No. Yahoo Answers and Google groups provide platforms to point to videos.

Matt Spiegel: How do you measure success?

Scott Rhodes: The ability to communicate your message efficiently and relevantly.

Matt Spiegel: To Chase: How are your business partners measuring success?

Chase Norlin: Regarding success, because image and video is the hottest consumer search type besides standard search, it drives additional search traffic.

Matt Spiegel: What’s the overall hope of video search?

Christy Tanner: The hope is to cut the clutter. Standard search engines’ search for video is not very good. The goal is to make it easy for consumers to find the shows they’re looking for.

Matt Spiegel: How do you monetize?

Christy Tanner: Using banner ads. Linking out to videos, the videos themselves are not monetized by TVGuide.com

Chase Norlin: Pixsy is really a massive aggregator of thumbnail images – both static images and video. Because of it’s distribution, companies are contacting Pixsy to submit their thumbnails.

Matt Spiegel: Is cars.com branding their videos?

Dan Perry: Besides SEO, tHere is a lot of value to make sure the videos are branded. The goal is to keep them in-house, but the videos do get republished elsewhere.

Matt Spiegel: Optimization of videos currently focuses on meta data, not the video itself. What’s happening with optimization of the actual videos.

Scott Rhodes : The VeoTag tool ads a textual menu to videos. Those menus are available to standard search engines, which allows the video to be searchable by video content.

Matt Spiegel: To Chase, You’re working on a second generation image and video search, right?

Chase Norlin: No. Can’t keep up with demand of the work we have.
Matt Spiegel: Video search optimization is a misnomer, because it’s really optimization of text around the video. How close are we to having something that allows the reading of the video content?

Scott Rhodes: Very close. Announcement next week?

Dan Perry: Points out Google image labeler as a possible platform for people to assign meaning to videos.

Matt Spiegel: What issues are there regarding copyright?

Christy Tanner: We do not host the actual content.

Chase Norlin: They do not host actual videos, they aggregate thumbnails and meta data.

Audience: What are the accessibility issues with videos?

Dan Perry: There is always going to be value in the meta data.

Chase Norlin: Makes a distinction between video delivery and thumbnail traffic generating business.

Audience: What are some examples of using video in B2B environment?

Scott Rhodes: Product information, training, government.

Audience: As a marketer how can I leverage video as a marketing tool?

Dan Perry: Use video as a way to differentiate yourself from the competition. Regarding B2B, with long sales cycles, feeding prospects with videos can keep your company top of mind.

Chase Norlin: Create content people care about and push it out everywhere. ie, (Matt) implementing a content syndication strategy.

Matt Spiegel: What are opinions of Viacom and YouTube lawsuit?

Chase Norlin: YouTube is a business model that was not well thought out and the lawsuit is a result.

In the end, the session wasn’t really about the tactics of optimizing videos for search as it was about using videos as online marketing tools. Lucklily, the moderator Matt Spiegel of Resolution Media reminded the panel and audience that optimizing videos has a lot to do with meta data, links to the video and text surrounding it. Dan Perry also provided several good, practical suggestions.


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The Future of Search Engine Innovation http://www.toprankblog.com/2007/05/the-future-of-search-engine-innovation/ http://www.toprankblog.com/2007/05/the-future-of-search-engine-innovation/#comments Tue, 08 May 2007 21:23:49 +0000 http://www.toprankblog.com/2007/05/the-future-of-search-engine-innovation/ From the conference session handbook: The Future of Search Engine Innovation – As search engines evolve, so must the methods of the marketers. We’re seeing the emergence of smart mashups, of visual search engines and personalized search. What does the future hold for search marketers and advertisers as they struggle to match speed of improvement [...]

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Ravi Raj Ron Belanger
From the conference session handbook: The Future of Search Engine Innovation – As search engines evolve, so must the methods of the marketers. We’re seeing the emergence of smart mashups, of visual search engines and personalized search. What does the future hold for search marketers and advertisers as they struggle to match speed of improvement being set by the engines themselves?

This session was moderated by David Berkowitz of 360i and included: Ron Belanger of Yahoo!, Paul Martino of Aggregate Knowledge, Chase Norlin of Pixsy filling in for Dr. Barney Pell of Powerset, and Ravi Raj from Kosmix.

First up is Ron Belanger who basically sums up three areas of focus for Yahoo in terms of search engine innovation. They include:
1. Getting search to mobile

2. Social search – revealing a whole new set of search results.

3. Better understanding user intent – Yahoo Mindset is a beta test of understanding user intent. The tool includes a slider for research mode or shopping mode and skews the search results accordingly.

Rather than deliver billions and billions of pages, Yahoo is working to deliver the one to three pages users are really looking for.

Next up is Ravi Raj of Kosmix. What’s interesting and different about Kosmix is that they’ve built indexes according to vertical markets which currently include: Health, Video Games, Finance, Travel, Politics and Autos. Kosmix will also mashup content from several sources in the search results.

Now we have Paul Martino of Aggregate Knowledge, which is a discovery or recommendation based search service. Paul asks,”What is discovery?” In the real world, it’s observing behaviors of other people. Discovery can be bigger than search. Search requires you to know what you’re looking for.

Discovery is navigation without keywords. Connections are provided by knowing about other people’s behaviors (user generated editorial) and/or you own preferences. It can be personalization, collaborative filtering, people who bought this bought that – any of those things. Discovery presents other things of interest.

Rounding things up is Chase Norlin with an introduction of his company, Pixsy which is a service that aggregates thumbnails of images and videos along with their meta data. The Pixsy search service along with thumbnails are syndicated by a variety of publishers. Image search is the fastest growing type of consmer search vertical.

Now for moderator questions:

David Berkowitz: Is this all about taking market share from Google?

Paul Martino: You can compete with Google on something in their backyard or fight the battle on something Google doesn’t do very well. Example, if you wanted to unseat Microsoft in the past, you didn’t create another OS, you beat them through search.

Chase Norlin – The only way to beat Google is to go around them. Technology has become a commodity and it’s business model innovation that provides companies the opportunity to compete.

Ron Belanger: Companies are pursuing more and more of a variety of solutions. Yahoo is focused on delivering best user experience and second, how can they monetize that traffic.

David Berkowitz: The biggest Yahoo innovation has been Panama, is there anything else coming regarding search?

Ron Belanger: Social search and Yahoo answers influencing or integrated with search results pages.

David Berkowitz: What has wowed you regarding search?

Ravi Raj – The web has been text and is becoming more visual. For example, AOL search has full view showing text, media and social media.

Ron Belanger: Trying to make mobile search better.

Paul Martino: Snap is an example. How can we make the interface more natural? Flickr is is a search and a discovery engine.

David Berkowitz: Innovation has been the role of technology to do some of the work of searching. In the case of Flickr, there’s a lot of work the user does to make Flickr a useful search tool.

Paul Martino: Learned that people are motivated to be the star on social networking.

Audience Questions:

Audience: Mindset changes natural results, do paid ads change?
Ron Belanger: It’s in beta, so no.

Lee Odden: Where is there more opportunity for innovation in search engines, with natural results or with ads?

Paul Martino – As creative becomes the content, the work SEO or marketing agencies are about creating content.

Ravi Raj: There is no dichotomy as indicated in the question. The job is to deliver the best results whether it’s content or advertising.

Gord Hotchkiss: The active users, those that want recognition. Is that scalabe with social search?

Ron Belanger: Cites a study where 40% of the internet the population will express their opinion. Not all social inquiries are equal. Use technologies that enable mass reach but include filters to reduce irrelevant information.

Paul Martino: Cites a Microsoft application, Netscan. Note: It looks like MS killed this as of March 31, 2007.

Ravi Raj: There are givers and takers with the social web with 1% are contributing, 99% are consuming.


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