Search Marketing - Yesterday, Today and Tomorrow

Talking about the current state of Search Marketing and what lies ahead in a panel called “The State of Search - A Maturing Marketplace or Poised for More Growth?” was Jon Diorio, Group Product Marketing Manager for Google, James Colborn - Director for Microsoft; John Anagnost, Global Director for Ogilvy; and Rob Murray, President of iProspect. This panel gave all in attendance the opportunity to learn more about how the industry is changing, in both tactics and marketplace perception. Above all, each panelist all agreed on one important observation - Search Marketing is changing.

The shift in SEM is not seen in just one or two categories, but across the board. We’re witnessing a transition from directory and keyword-based search to use of rich semantics and a focus on user experience.

For publishers, the shift has went from CPC and Paid Inclusion to the arrival of Paid Engagement and Consumer Rewards. Marketers are in somewhat of a “Cooperation Phase” with great transparency, increased collaboration and an overall greater understanding of “true search contributions.” Even consumers have changed. We’re now seeing a user who is no stranger to searching for information or products on the internet. Basic searches that might have been pretty prevalent in years past, like “hotel,” have been replaced by a slightly more detailed inquiry: “London hotels.” From there an even more specific search has been noticed, leading the way to inquiries into “Cheap London hotels.” 

Still savvier users invent more obscure searches than what has been typically thought of in the past, going from niche search engines and toolbars to applications to further segment their desired search results. Application toolbars for search may add convenience for the user but also changes the game as consumers are not visiting the main search website.

And with that, Robert Murray from iProphet took the stage with the claim that “By the year 2013 all forms of marketing will drive people to search.”  SEM (Search Engine Marketing) is the most cost-effective form of advertising. No other form of advertising can give you the same detailed consumer behavioral data. From location of the user, browser used, ad copy and even the keywords searched for, this is all data that can help a marketer better understand how users interact with their online marketing.

Another subject briefly discussed was experience planning. Online marketing efforts should try engaging the consumer, helping mold the way they search for products or services. This can be done through semantic research and a carefully planned-out user experience. Specialized SEM teams should be formed, each focusing on segmented aspects of the marketplace. This will leave Marcom teams to focus on what’s really important: nurturing prospects through the brand experience ultimately leading to a sale.

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