SES Keynote Panel: How Much Search is Enough?
Eric and I have the pleasure to sit in on today’s Key note panel. It’s a huge room with lots of Internet marketers.
Where does search really fit within a marketer’s total digital advertising effort? Big businesses and small businesses alike struggle with how to allocate search marketing and other online advertising or marketing efforts. This Orion panel will evaluate strategic thought processes and then grind down to tactical execution with thought leaders from the search engine marketing, advertising agency, and advertiser perspectives. We will explore how search can be “carved out” from an overall budget and how it will lead the white whale of online marketing — a truly holistic marketing strategy.
- Kevin Ryan, VP, Global Content Director, Search Engine Strategies & Search Engine Watch
- Anne Kennedy, Managing Partner & Founder, Beyond Ink
- Robert Murray, President, iProspect
- Aaron Goldman, VP, Marketing & Strategic Partnerships, Resolution Media, an Omnicom Media Group Company
- Steven Kaufman, SVP, Media Director, Digitas
- Bob Tripathi, Search Marketing Strategist, Discover Financial Services
- There is a huge slide displaying the following information
- Take This Home
- What’s the best plan?
- Holistic Strategies
- Agency Integration
- Brand Integration
- What’s the best plan?
- Take This Home
- Case study on Gatorade micro site strategy for natural search
- Search input given in the wire frame strategy - 2 years ago SEO would have been thought about after launch - 50% of sites are starting earlier than 2 years ago.
- The efficiency and effectiveness of search has driven the adaption of including SEO planning earlier.
- Market conditions have changed where budget is now coming from TV and other traditional channels and moving to online.
- The applause meter shows a balanced attendance between agencies and in house buyers.
- Most money being spent in marketing is being spent on accountability. Search falls into this sweet spot.
- Understanding the lifetime value of your customer allows smart marketers to make key decisions.
- Search is being used today to justify traditional media effectiveness, aka spikes in volume at certain times and geographies.
- Panelist Comment: Search engines need to do a better job selling brand. Advertisers are launching campaigns to not click, but show brand.
- Baby Boomer demographic as a whole not interested in doing business online. Although 2/3 of offline messages have seen results in search and 2/3 of those purchased from the company that introduced them.
- Advise clients to include testing budgets so you know where to move without jeopardizing your primary campaigns.
- Panelist points out that more money is spent on resources for TV vs search.
- Tips
- Recognize the role of each term in your search campaign & measure
- Understand demand capture vs demand acquisition
- Know the lifetime value of your customers
