So I am officially the human buzz-o-meter for the Search Insider Summit (for all the old school Cubs fans out there, I draw my inspiration from the
Shawon-o-meter). At the last summit in November, I tallied the most popular buzzwords and compiled them into a
column so everyone could keep their fingers on the pulse of the conference. Next week I plan to
play another round of buzzword bingo (as Chris Copeland from Outrider dubbed it) to help everyone who can't make it to Bonita Springs get a sense of what's hot in search. Here are my predictions
for the buzzworthiest terms this go round:
1. Microhoo - rumors are
swirling again.
2. GoogleClick - should be a lot of specualtion around the impact of this deal. See this
column for my personal take.
3. Branding - this one topped the list
in November. We're all still looking for ways to
prove that search has an impact on brand awareness and consideration.
4. Video - my Managing Director, Matt Spiegel, leads
a panel the first day of the conference on a topic near and dear to my heart. Video has been exploding on the web and emerging players like ClipBlast, MeeVee, Pixsy and blinkx join the old guard of TV
Guide in the race to make all video content searchable.
5. Click Fraud - no escaping this one. There's a Day 1 panel on the topic that I'm sure many of the marketers in attendence
are anxiously anticipating.
6. Eh - with our neighbor to the North, Gord Hotchkiss, emceeing the summit, we're sure to get our share of Canadian slang. Sorry Gord, couldn't help
myself!
7. Integration - Tuesday brings a session on integrating search with other channels. A close second at the last summit, "integration" is something that many marketers are
focused on as they increase their share of time and budget spent on search.
8. 24/7 - lots of talk about 24/7 Real Media being pursued by WPP and Microsoft. Matt Kain, who leads up
the 24/7 Search group, has a couple speaking slots. Will be fun to watch him dodge the acqusition topic.
9. Fore - summit organizers generously alloted 2 afternoons for attendees
to hit the links. Not me though - golf just ain't my cup of "tee." I'll be at the 19th hole blogging away.
10. Query Marketing - I'll be busy telling anyone who'll listen my POV on
Query Marketing and why it's the best description of the platform we've come to know and love now that "search" has taken on a life of its own. For those of you that don't wan't to be caught off guard
when I start spittin' query, read up
here. Looking forward to 3 days of search and sun in
FLA!
