David Dalka attends and reports business events and conferences to discover the future of business where technology, organizations and customer exeperience meet. Also serves as emcee, moderator and motivational business keynote speaker.
Mobile Search Marketing, Mobile Advertising
Chicagoland’s very own eComXpo is October 9,10,11, 2007. You can join the fun and learning from anywhere in the world though!
eComXpo is the premier virtual Internet Marketing conference that is FREE to attend. I’ve also had the honor of speaking there previously. It’s a great resource for learning Internet marketing concepts and networking. Register now.
Moderator:
Greg Sterling, Founding Principal, Sterling Market Intelligence
Marketing Speakers:
Ian White, CEO, Urban Mapping
Shawn Riegsecker, Chairman & CEO, Centro
Justin Sanger, CEO, LocalLaunch
Alfred Chow, Head, Yellowbook
Justin Sanger, Local Launch
I can’t help but get caught up in some of the hype. “Context galactic scale” – thanks Google. He then said, “Talking about local search in 10 minutes is like spitting into the grand canyon.” Then said a few words to get Greg Sterling to actually blush! Really funny stuff.
Tremendous opportunities in the IYPs. Local and vertical are merging. Social networking is also converging with local. What is the differentiation of these local search sites? Even within Yahoo! you have a multitude of options. SMEs are overwhelmed and confused. The mission of marketplace consolidations – our goal is to remove the complexity not only for our small businesses but for our sales forces as well. The traditional relationships
$ Cost of Traffic $$$
Content>>Proprietary>>Organic/SEO>>Paid Placement>>Paid Search / SEM
Silos and advertisers don/t mix in local search!!!
You need to be inventory agnostic…
Shawn Riegsecker, CEO, Centro
Brand marketing increases future clicks. Newspaper growth is slowing in terms of rates of growth, national advertisers are exploding this year. Next will be the regional advertisers, which now comprise less than 3% of advertising.
Ian White, CEO, Urbanmapping
? Where the hell is the money?
7FTE, San Francisco based, geo-spacial data to enable advertisers
Why and what?
Technical limitations
User behavior
Search Engine “Keyword Lockdown”
GEO IP lookup “geotargeting” SUCKS
99% accuracy country level
95% accuracy state level
Moderator:
Gary Price, Director of Online Information Resources, Ask.com, resourceshelf.com
Marketing Speakers:
Omar Tawakol, Chief Advertising Officer, Medio
Matthew Snyder, Header of Business Development, Nokia
Brendan Benzing, Vice President Mobile Search and Marketing, InfoSpace
Matt Tengler, Senior Product Manager, JumpTap
Gary Price, ask.com, resourceshelf.com
http://tinyurl.com/2fy249 (awesome resource his full presentation)
Omar Tawakol, Medio
Mobile is a new media and there is an assumption that Internet players will dominate, this does not make sense. People thought TV companies would dominate the Internet. None of them are. Top spenders in mobile will not be the same as TV or Internet.
Browse the mobile Internet – the searches are still early in nature – downloadables.
On handset, downloadables, information and off-portal
Search ads are perceived differently. Banners are not content. Sponsored links have the same relevancy as other engines.
Matthew Snyder, Nokia
Fragmentation of media consumption
Rise of Advertising and Mobile
Mobile as a cross-media local interactive medium is emerging
Shift to Multimedia Computer
Opportunities in mobile search
Mobile phones will have as many full browsers in 2010 as PCs!!!
Embedded experience – mobilesearch.nokia.com
Medio was in this but is not now…
Discussed “active idol” concept.
Mobile is the ultimate advertising platform
– Personal however, double-edge sword
– Always-on
– Always with you serendipity
– Billing and payment is possible
Nokia Platform – syndications, syndications
Brendan Benzing, Infospace
MCore – portals, storefront, search, messaging and managed web
Has a partnership with Infogen in Israel
Accessed through – downloadables, mobile sites, www sites, vertical apps
Recently launched – Infospace Search at Sprint
Matt Tengler, Jumptap
Products
– Mobile Search
– Mcommerce, operator storefront and operator, deck search solutions
– Full “off-deck” search capabilities across the mobile web and web
Deliver ALL content that is relevant to the user and capabilities of their handset
check out ppc.jumptap.com
Carrier intention platform
The iphone was never mentioned in this session – WOW!
So Nokia won the NAVTEQ derby – assuming there is not hostile takeover counter bid. This is one of my favorite acquisitions of 2007. Why? Quite simply, it’s a highly strategic move that I don’t think many will appreciate the importance of for quite some time.
The comments at Techcrunch are not only positive – they are all highly intelligent.
Clear positives:
– Ability to drive standards
– Ability to reprice a scarce resource
– Relationship acquisition in new markets that matter to Nokia like automobiles
– Clear indicator of my belief that Nokia is determined make serious attempt at being the world’s premier mobile search and advertising engine.
Concerns/Risks/Potential Mispricing:
– Lack of execution of deal due to anti-trust concerns
– Has Google been building it’s own Navteq-like map database?
– Transformation of revenue streams to Internet and mobile models with existing partners
– Corporate culture – the differences in the culture of these two companies could not be more different – can Nokia reconcile these without difficulty or disruption?
What are your thoughts? I’d like to hear them.
Moderator:
Chris Sherman, Executive Editor, Search Engine Land
Marketing Speakers:
Alex Porter, Vice President, Location3 Media
Alan Beiagi, Director and GM, Mapquest
Michael T. Jones, Ciheif Technologist, Googl eEarth, Maps and Local
Alex Porter, Vice President, Location3 Media
Offshore Data Entry >>>Axciom, Infousa, Amacai >>>Search Engines Directories, IYPS, etc
How to incorporate into marketing? Directly submit to each engine for a free basic listing it results in an enhanced map listing.
ROI measurement:
Utilize call tracking
Employ trackable URL and coupons
Alan Beiagi, Director and GM, Mapquest
The next wave of Internet user growth will come from mobile and offline usage.
Creating experiences – friend is in Denver, you decide to get a ticket to tonight’s playoff tiebreaker. Only 15% of 233M cell owners use data services. 85% of the market to go!
Search for your destination, get directions, find parking, watch video of player interview, etc.
Is this reality? All of this is already possible but you have to reach 30 different web sites. Mapquest.
Michael Jones, Google
Showed maps, API and other ideas, visit Google Maps Mania – talk about an example he asked to stay in the circle.
Michael T Jones, Chief Technologist, Google Earth, Google Maps and Google Local Search
What and Why? Ask yourself during the conference – “Is this the right problem to solve?”
Understanding the Competition
Discreet (Privacy)
Courteous (Did you mean?)
Empathetic
Multi-lingual (Translation)
Quick Spirited (Transactional)
Concierges must know their
Hotel (Hyper Local)
City (Local)
Country (National to Global)
Colleagues (Universal Search)
In a world where the present is everything, concierges must “get a feel” for clients and their needs without fail and in a very short lapse of time.
I *REALLY* liked Michael’s concierge analogy because it showed the ideal future state with optimal characteristics.
Users might type a question…
Web page of local results
Users might ask a question
Sequence of spoken local results
Expanding definition of Local Data
Traditional –
YP business listings
Public resources
City and restaurant guides
Map-related data
Emerging Local data
User reviews
Business self listings
Neighborhood definitions
Local weather forecast
Local traffic status
Books mentioning Denver, Colorado
This 1863 GPO book sentence is a local search result
Google Geo Mission
“To geographically organize the world’s information and make it universally accessible and useful.”
Showed some Google Earth then said – context at a planetary scale…and beyond interplanetary and galactic.
Ohio State Highway Patrol (OSHP) Google Earth Fatal Crashes – showed maps.
Election results in France
How do you connect the last mile?
Web browser > map
Pages intersect with Map/Globe
KML Geosearch attribution – attribution is not linking!!!!
Users are the Local Experts.
SMXLOMO
I’m here in the lobby of the hotel in Denver where the first ever Search Marketing Expo Local and Mobile show is being held. I’m thrilled to be here to see the creation of Chris Sherman and Greg Sterling! Karen Deweese was here to greet me with a great big hug and is hard at work making last minute preparations. It’s so great to see Karen, I had not seen her since last December! The SMX complimentary Internet is already up and running to. This rocks! I’m looking forward to this cozy and focused show, it’s going to be awesome.
I haven’t been to Denver in a long time, it’s such a wonderful city. It’s a gorgeous day without a cloud in the sky. So much clean, wide open space with those mountains teasing you to want to drive your rental car westward and forget why you are here! It’s a city I certainly wouldn’t mind living in someday if I was asked to.
It should be a fun evening of getting to know some great search engine and marketing pioneers before the show starts Monday!
SMXLOMO 2007