the now and future of sem bill hunt president, back azimuth consulting board member search engine...
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The now and future of SEM
Bill Hunt
President, Back Azimuth Consulting
Board Member Search Engine Marketing
Professionals Organization (SEMPO)
IMS SummitOctober 8th, 2009
SEM Today
Worldwide Advertising Spending By Media, 2009 & 2013
Source: eMarketer,US Online Advertising Spending,Report, October 2008
0
5
10
15
20
25
2001 2002 2003 2004 2005 2006 2007 2008 2009* 2010* 2011* 2012*
Sp
en
din
g (In
bil
lio
ns)
Year
Search
Display
Classified
Rich Media
$3.85b (38%)
$10.78b(42%)
U.S. Online Advertising SpendingTotal Dollars in Billions by Format, 2001 - 2012
* Projected
PAST $19.65b(47%)
FUTURE
$0.25b(3%)
Source: Search Engine Marketing Professional Organization survey of SEM agencies and advertisers, Nov 08-Jan 09. Global Results. Advertisers n=229
2% 3%
9%
29%
35%
11%
0%
5%1% 1% 2%
0%
10%
20%
30%
40%
50%
% o
f A
dve
rtise
r R
esp
on
de
nts
SEMPO Survey: Advertisers Plan to Increase Spending on Search Ads Moderately in 2009
Search is the Most Effective
Source: Forbes
Expected Allocations next 6 Months
Source: Forbes
Why Search Marketing will Grow
The global recession will force companies to evaluate more cost effective means of marketing
Companies are starting to understand the “direct to the consumer” benefits of Search Marketing.
Digital asset optimization will gain awareness allowing companies to leverage video and social media sites more effectively
Evolution of digital marketing is enabling an awakening to the benefits of search marketing and social media
The Future
“We’re moving away from the current mass marketing model,
away from push and toward pull.”
- A.G. Lafley, CEO, The Procter & Gamble Co.
Consumer Intent“Understanding the Searcher”
Intent Modeling Overview
2 3
Transform large amounts of unstructured keyword research data into semantic maps of customer interest
1Prioritized keywords aligned to business goals and customer interest
Informed messaging strategies and creative content
Optimized information architecture and website content
The Searcher’s intent
Cheap auto insuranceAuto cheap insuranceDiscount auto insuranceCompare auto insurance
Auto insurance quoteAuto cheap insurance quoteAuto insurance plan quoteFree online auto insurance quote
Auto insurance onlineOnline auto insuranceInsurance auto auction
Auto insurance companyProgressive auto insuranceAll state auto insuranceGeico auto insurance
Brand Engagement & Consumer Need
“Stain Removal”
100,000+ related searches
Digital Asset Optimization
Digital Asset Optimization
“Maximize Intersection Points”
Leverage Searcher Stimuli
Drive to Search
Social & Word of Mouth
Mass Media
Need or Wants
Motivating people to seek out
“more information”
Search Wiki
Real-timeTwitter results
Store locater
Organic results
Today… Better answers, faster
Video Results
Including stock quotes, and
site links
Local Results
It’s an always on network out there.
Brands need a new model to be successful
With the consumer in control,
success will be built on creating a connection.
Thank You!Bill Hunt
President, Back Azimuth Consulting
Board of Directors, SEMPO
email: [email protected]
Twitter: @billhunt
Blog: www.whunt.com