Here we are with the next session: “Search – where to next?” First on stage is Marc Poirer and he is going to talk about search marketing as a discipline and how it changed in the last years and of course where it will be moving to next.
Let’s start with some statistics:
- Adults spent 34% of media time online
- Online represents 12% of media spent
- But this is massively increasing: It will be doubled in 2014! (in the US)
Even more interesting are the changes from a technology perspective, they might include:
In general this would mean that we are moving from being a search marketer and becoming more a performance marketer because it’ll be so much more than search, like facebook ads, linkedin ads, etc. – but to do that properly, we need better abilities to really manage huge amounts of data. That basically means we need a broader set of different skills which will change the way on how we are going to hire people, especially “number-focused” people will become even more important. So in general one could say that we are probably changing the way how we manage companies internally.
Next up is Brian Kaminski, who is CMO of iProspect. He shares his five clues about the future of search:
And last on stage is Shashi Seth, he is SVP of Yahoo! Search. Seth states that the search industry has not so much invested into frontends of search; last years have been more about backed technologies like crawling, indexing, etc. – so Yahoo! is massively investing in a better search experience using various modules like “what’s trending”, “rich experience in SERPs” (move away from classic SERPs to really finding details like for example for a movie the play time in theaters, etc). The idea is to serve the obvious information pieces at one glance – so that users don’t have to re-fine searches all the time.
And that’s it for now – we’ll be back with the next session in a bit