Jonathan Jeter

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Morning Keynote Panel “Search: Where to Next?”

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Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Eli Goodman, Media Evangelist, comScore, Inc.
Zephrin Lasker, CEO and Co-founder, Pontiflex
Alan Osetek, President, Resolution Media
Dana Todd, Vice President of Performance Innovation, Performics

Eli: Brand marketing has been mainly offline, but is moving more and more online, especially in search and especially for big brands.

Dana: Want it to be measurable and see ROI. Branding is not just exposure to a brand over and over. There is no funnel. People don’t suddenly go into buying mode just because they’ve been exposed to something. We need to test with search, it’s not just about the next big idea.

Alan: it’s all about people and where they’re spending their money. The CMO doesn’t want to see huge changes in structure, but it can change slowly over time, naturally. Probably in the next 3-5 years.

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Local + Social: the Future of Promotion

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Moderator:
Anne F. Kennedy, SES Advisory Board, International Search Strategist, Beyond Ink USA
Speakers:
Benu Aggarwal, Founder & President, Milestone Internet Marketing
Gregg Stewart, President, 15miles

local + social
Gregg Stewart

importance of local search
Online retail only represents 7% of all spending. Most research is done online, but purchases still occur offline for the most part.

Consumers are increasingly using more sources to find local information. 1/3 of Facebook users use Facebook on a mobile device. Social networkers are frequently finding local business information through recommendations from connections and consumer reviews.

Consumers are looking for businesses in a variety of places and expect the information to be easily available and accurate. 49% of social network searchers are looking for address/location and other basic business data.

Best Practices for local search.

business names do not:

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  • include marketing tag lines in your business name

Guilty Marketers

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Guilty Marketers – Wasted & Wishful Multi-Channel Marketing Spend
Opening Keynote for Search Engine Strategies Conference, Chicago, November 15-17, 2011
By Mikel Chertrudi, SES Advisory Board & Senior Director of Marketing for Adobe

This will be updated and edited at a later date, but I wanted to get my notes online ASAP.

By 2020, there will be 50,000,000 connected devices.

As marketing professionals, what should we be doing better in our profession? We need to change the conversation in marketing.

Changing the Marketing Conversation

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker (Father of Modern Advertising)

Up to 40% of digital marketing is still wasted. We aren’t investing our marketing dollars in optimal channels, so money is still wasted. We’re leaving money on the table. If you can regain that money, you will succeed in marketing.

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