Category: Search Engine Marketing

Search Engine Marketing, SEM

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SMXLOMO Denver – Day 2 – Show Me the Money!!!

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

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SMXLOMO – Day 2 – Introducing the Mobile Search Engines

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!

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Arrived in Denver at SMX Local and Mobile!!!

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

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One Reason Why You Should Not Start a New Online Retailer

Greg Howlett over at Marketing Pilgrim has a post today entitled “Six reasons NOT to try to be an online retailer“. Some of the people who left comments haven’t agreed with the post in some areas.

I’d like to add an important reason to the conversation:

Mobile will eventually shift many online retail purchases to local purchases in the future which should eventually create a dampening of demand for the buy and ship model.

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Did-It Ditches Frog and Launches New Web Site

Kevin Lee casually mentioned that the Did-it frog has been retired during the post search session yesterday. Sure enough, the Did It web site no longer has the frog. I’m certain that certain SEO’s will want to pick that web site apart page by page.

I just went there expecting to finally experience some peace and quiet – no banjos, frog sounds, etc. No such luck, there is a wind noise now in place. I noticed this as I minimized the site then listened to some audio on another site and then spent 5 minutes trying to figure out what was wrong with my audio feed. Funny stuff.

Analysis: Alot of people will say this is a complete non-event. To me, that would be short sighted. I think it’s actually an important event in terms of the maturation of this industry and gentrification of it. While many people loved the frog, some were critical of it’s gimmicky nature. Whether you loved it or hated it, hopefully it’s on a keyword lily pad in the sky…