December 08, 2013
December 09, 2013
December 10, 2013
December 11, 2013
The Dawn of Discovery and the New Path to Purchase
Chaotic. That's how some might describe search engine marketing in 2013. It's known as one of the more established advertising media on the Web, but in recent years changes in the way people search for information required marketers to learn new media such as social and new techniques such as native advertising. These shifts also force search marketers to find new ways to use data from all sources, as the path to purchase now can meander from search on any one of many different devices through information gathering on other devices to paid search clicks in still others.
The winding path to purchase forced search marketers to rethink attribution and emerging technologies, media and ad units. Search marketers are now responsible for more than search engine marketing. Their role and job requirements have moved into all these related areas and devices as the media consumers use continue to evolve and change. Forthcoming changes like Google Hummingbird, and Microsoft Cortana, the code name for a system similar to Google Now, will prove challenging but also present opportunities for new forms of content marketing.
Search took 43% of the available advertising revenue in the first half of 2013, per the Internet Advertising Bureau, but the new path to purchase is expected to ignite budgets. At the Search Insider Summit, experts put into context the requirements for this fast changing world. We'll find out how marketers will need to do their jobs in 2014. Panelists will dish-up insights on leveraging social data, what the future holds for the organizational chart, how to find missing data and how to use it, how to make the most of native advertising and what to expect from local and cross-channel media buying.
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