Live: Search Marketing & The Ad Agency

Oct 6, 2009 - 1:20 pm 0 by
Filed Under SMX East 2009

Below is live coverage of the Search Marketing & The Ad Agency from the SMX East 2009 conference.

This coverage is provided by Brian Ussery - Beu Blog.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Search Marketing & The Ad Agency(10/06/2009) 
1:33 Brian Ussery:  Good after noon and welcome to SMX East 2009..

Search Marketing & The Ad Agency – Search marketing remains the relative newcomer to the ad agency world, and not always a welcome one. This session look at how agencies are integrating search into their operations — or outsourcing for support.

Sara Holoubek, Consultant, Columnist, SEMPO President,

Ron Belanger, Vice President of Worldwide Agency Sales, Omniture
Vivek Chaudhuri, Director, SEO / Strategy, Digitas Health
Joshua Palau, VP, Search Engine Marketing, Razorfish
Mark Schwartz, Managing Partner, Steak
1:34 Brian Ussery:  Up first is Joshua Palau of Razorfish.
1:38 Brian Ussery:  Joshua explains what you may not know about Razorfish. (Is that Lindsay's photo in his slide ? :)

According to Joshua, digital strategy is what makes Razorfish unique from other agencies.
1:40 Brian Ussery:  According to Joshua the key is translating how "Search" fits into other agency actions. Be sure not to insult other tactics when talking search....
1:40 Brian Ussery:  Joshua says focus on search as a story and not the tactics.
1:42 Brian Ussery:  At the same time Joshua says not to let search take a back seat!
1:42 Brian Ussery:  According to Joshua, education up front and setting expectations are the key!
1:43 Brian Ussery:  Up next Vivek :)
1:43 Brian Ussery:  Vivek starts off by asking for a show of hands for SEMs
1:46 Brian Ussery:  
Vivek will focus on keywords and how they provide insight for brand marketers.

Integration phenomenon:
- billboard to engine
- radio, TV to engine
- website to retail

All of these actions start with keywords
1:46 Brian Ussery:  What connects search, social, news and other online media?

1:47 Brian Ussery:  Users are where search behavior begins. What are users looking for?
1:48 Brian Ussery:  According to Vivek keyword INTENT is a key issue when it comes to search.
1:51 Brian Ussery:  Keyword strat = brand obj + Keyword analysis + competitive analysis
1:52 Brian Ussery:  
Vivek works with Digitas Health:

Health Funnel

Treatment Options
1:54 Brian Ussery:  
Vivek suggests placing SEM between other agencies to be certain SEM is taken into account.
1:55 Brian Ussery:  Up next is Ron from Omniture.
1:56 Brian Ussery:  According to Ron agencies are failing to do their job!
2:00 Brian Ussery:  According to Ron accountability is now the focus and larger agencies are better positioned for future success than small agencies.
2:01 Brian Ussery:  For every $80 spent for online traffic $1 is spent on converting it!
2:01 Brian Ussery:  Agency of Tomorrow will be optimization practices made of creative, media buying and optimization.
2:02 Brian Ussery:  Ron says the agency model isn't dead just yet!
2:03 Brian Ussery:  Up next Mark Schwartz to talk about how "Search" fails in agencies.
2:05 Brian Ussery:  According to Mark relationships are the key
2:06 Brian Ussery:  Agency reps should be more transparent....
2:06 Brian Ussery:  SEM must be able to measure so it isn't art but rather science according to Mark....
2:07 Brian Ussery:  Mark says to formalize informal training.
2:08 Brian Ussery:  Sometimes Mark invites clients to speak to is company so they better understand a client's business.
2:09 Brian Ussery:  Mark says to build out agency to include product lines but only if you have expertise to do so. He says get out of the SILO!
2:10 Brian Ussery:  Getting rid of SILOs provides a universal view of landscape.
2:12 Brian Ussery:  
Mark says:
(even if your clients forget)
2:16 Brian Ussery:  Question: to Joshua of Razorfish about SEO touching other areas and how to prevent others from getting in your backyard.

Answer: education
2:18 Brian Ussery:  Vivek says negotiation is how to work better with other folks....
2:19 Brian Ussery:  According to Joshua SEO is still on the rise...
2:19 Brian Ussery:  Search is different because it's where users start the conversation, which is unique to the agency model.
2:20 Brian Ussery:  more questions...............
2:25 Brian Ussery:  Avg tenure of CMO is 28 months vs. 6 years for CEO
2:25 Brian Ussery:  Thanks to Mark and "Bruce the Bull" which he is now giving out for folks asking questions... :)
2:26 Brian Ussery:  How do two departments get credit when it comes to SEO?



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