SIS Round Table Recaps
The round table sessions following day 2 of the Search Insider Summit were just as thought-provoking as the sessions.Â Here is the update
eCommerce Advertiser Round Table: Matt Lawson, Director of Marketing, Marin Software led this roundtable and provided the following notes:
Search Engines/ Portals/ Resellers Round Table: Janel Laravie, Co-Founder of Chacka Marketing led this roundtable and provided the following notes:
Main Topic â€“ Organic
listings are increasingly becoming less prominent and how advertisers can better utilize paid and local opportunities to dominate the search results page.Â
is that the traditional search results page is driving fragmentation of searcher behavior and the dominance of paid results is causing searchers to look elsewhere, like social networks.Â
Ironically though, attendees feel Social media cannot be ignored, but it is the driving force behind fragmenting the search experience by displacing relevant organic listings.
As paid search results offer more opportunity to dominate a page, the barrier to entry is greater in search.Â Anyone used to be able to play, but now big brands have site links,
product plus boxes, super affiliates and GAN image ad placements.
With searchers seeking answers outside of search engines, attendees wonder if search will become more like TV
media buying.Â Big networks command higher rates even though their consumption is down, TV as a whole is up because there are more networks available to buy from.Â This theory
stems from the fact that most advertisers see their highest CPCâ€™s from Google followed by Yahoo and Microsoft and even lower CPCâ€™s on expanded PPC placements like
adMarketplace and Looksmart.
Local search and the prominence of localized listings was an important topic, but overall, agencies agree that a localized campaign strategy is a
lot of work with little tangible returns and is extremely difficult to justify.Â This doesnâ€™t diminish its importance, as local is critical to creating continuity in the
overall brand experience delivered through retailers, resellers, etc.; however, it does not seem to be a core component of SEM strategy for national brands due to the lack of concrete results and
Lead Generation Advertisers Round Table: Olivier Lemaignen, Director of Marketing at Kodak Gallary led this roundtable and provided the following notes:
main topics were discussed with a passion at the Lead Generation table:
- For B2B, it is hard to target the right businesses. Tips to do it successfully.
- Marketing and
technology: Marketing VS. IT
Below are the notes from these conversations:
- For B2B, it is hard to target the right businesses.
Tips to do it successfully.
- Move away from trying to target businesses in search based on the firmographics approach.Â Go back to
â€œlearning phaseâ€�, determine which problems businesses are trying to solve, and build content to help/educate how to solve the problem
- Leverage search
levers other than keywords to help direct searchers (e.g., ad copy, landing page content). Use creative to differentiate audience â€“ help businesses self-identify
bidding on features
- Use negative match to eliminate keywords that drive B2C
- Partner with other companies that have similar B2C products => split leads based on site
- For keywords desired across business units, leverage multivariate testing on landing page content to define which BU should get placement
Â Â 2.Â Marketing & Technology
- For SEO specifically, Marketing needs to help IT
- Training, education
search tasks into existing processes
- Rate BU performance on SEO compliance, then compare monthly to trigger some competition
- Online marketing is shifting to the search
Search marketers tend to be more technically adept => need to define how
marketing evolves.Â Put more pressure on technology companiesâ€™ shoulders to enable marketing and avoid IT roadblocks.
- Marketers also need to get a better grasp on how to talk about â€œwhy marketing matters and what it can do for the companyâ€�.