Massimo Burgio Sempo Smx Madrid Target Europe Italy

SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

TARGET EUROPA / ITALIA

Massimo BurgioSEMPO Board of DirectorsSMX MADRID – MAY 2008


ORGANIC SEOPAY-PER-CLICK

ONLINE PR

CONTEXTUAL

LINK BUILDING

RSS FEEDS

MOBILE SEARCH

BLOGGINGBEHAVIORAL

SEARCH INTEGRATION

BID STRATEGY

SHOPPING ENGINES

VIDEO SEARCH

WEB ANALYTICS

SOCIAL SEARCH


SEMPO IN EUROPE

• SEMPO UK, SEMPO Scandinavia, SEMPO Espana, SEMPO Italia, SEMPO CEE (Central Eastern Europe) already launched

• SEMPO France, SEMPO Germany, SEMPO Netherlands, SEMPO Belgium on their way

• Overall/pan-European partnerships with leading industry events (SMX, SES, ad:tech), search engines / publishers, and other professional organizations (IAB, DMA, local organizations)

• Pan-European initiatives: EU research, EU roadshow

SES NY 2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY


SEMPO IN ITALY

• SEMPO Italy – Italian SEMPO Working Group just launched

• Partner of top search/interactive events/players – Search Marketing Forum, Media 2.0 Expo, Roma Caput Media, SES Milan + IAB Italia, AssoComunicazione, WAA Italia

• SEMPO Italia and social networks (Facebook, LinkedIn, Xing)

• Local contribution and boost to SEMPO Europe initiatives (European research, pan-European SEMPO events)

SES NY 2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY


SEARCH LANDSCAPE IN ITALY

• no big revelations… Google rules

• Yahoo!/MSN follow

• Virgilio/Alice (TIM)

• big publishers portals (Kataweb Group, RCS, RAI)

• AdWords, Adwords, adwords… and AdSense

• Panama follows but doesn’t catch-up yet

• MIVA disappeared

• advertisers test other contextual PPC options (Facebook)

• advertisers use search strategies to engage in social media


SEARCH MARKET STATUS IN ITALY

• interactive agencies

à move towards 2.0, but forget SEO basics

• media centers

à still sell search marketing as bulk advertising

• in-house teams

à focus on SEO, but lack training and resources

• search marketing agencies

à pro services, service fee bottleneck

• Google sales team

à top competitor in the paid search arena


SEARCH/MARKET EVOLUTION IN ITALY

• SEO = ROC = MAO = SMO

• SERP ranking = blogs + social media

• universal search = social search

• PPC = lead acquisition

• high internet penetration /search awareness = video / web TV

• mobile ready users = mobile campaigns

• social media networks = social media marketing

• profiled targeting = integrated campaigns


THANK YOU / GRACIAS!

MASSIMO [email protected]

sempo.org

sempoglobalsearchblog.com

Massimo Burgio Sempo Smx Madrid Target Europe Italy

Business

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