Sems - the future of search
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28/03/2008 – The future of search marketingSEMS Academy - Milano, 28 Marzo 2008
Lo scenario prossimo futuro del Lo scenario prossimo futuro del search marketingsearch marketing
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28/03/2008 – The future of search marketing
Cambia lo scenarioCambia lo scenario
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28/03/2008 – The future of search marketing
Dal search 1.0 al 4.0Dal search 1.0 al 4.0
Search 3.0: Universal Search
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28/03/2008 – The future of search marketing
Cosa cambiaCosa cambia
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28/03/2008 – The future of search marketing
Dal search 1.0 al 4.0Dal search 1.0 al 4.0
Search 4.0: Personalized Search
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28/03/2008 – The future of search marketing
Cambiano gli strumenti Cambiano gli strumenti (e le occasioni di utilizzo)(e le occasioni di utilizzo)
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28/03/2008 – The future of search marketing
Oggi (da noi)Oggi (da noi)
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28/03/2008 – The future of search marketing
DomaniDomani
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28/03/2008 – The future of search marketing
DomaniDomani
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28/03/2008 – The future of search marketing
DomaniDomani
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28/03/2008 – The future of search marketing
Deve cambiare l’approccio…Deve cambiare l’approccio…
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28/03/2008 – The future of search marketing
I responsabili marketing devono
ripensare i loro investimenti
Integrare il SEM nel mixIntegrare il SEM nel mix
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28/03/2008 – The future of search marketing13
RICERCHE CROSS MEDIARICERCHE CROSS MEDIA Ti è mai capitato di effettuare una ricerca perché incuriosito da qualcosa che avevi appena visto su
qualche altro mezzo di informazione? Se sì, che cosa ti ha spinto a ricorrere ad un motore di ricerca?
62%
33%
9%
64%
75%
31%
26%
9%
65%
39%
0% 50% 100%
Qualcosa in televisione
Qualcosa di un giornale
Qualcosa alla radio
Qualcosa visto per strada
Non mi è mai capitato
2007 2006Fonte: survey SEMS/Nextplora 2007
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28/03/2008 – The future of search marketing
I tuoi competitor stanno sfruttando
la tua pubblicità per fare business nei
motori?
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28/03/2008 – The future of search marketing
L’esempio WoolwichL’esempio Woolwich
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28/03/2008 – The future of search marketing
……e l’effetto su un competitore l’effetto su un competitor
15/3/2007 vs 15/2/2007
1/4 in meno di pw alle 181/3 in meno di pw alle 23
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28/03/2008 – The future of search marketing
… … e l’attenzione e l’attenzione (a ciò che si dice e si trova nei motori)(a ciò che si dice e si trova nei motori)
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28/03/2008 – The future of search marketing
Non si cercano solo prodotti…
…ma anche informazioni su questi e sulle aziendeRecensioniProve su stradaCommentiFoto/video di terze parti
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28/03/2008 – The future of search marketing
Sul Web, gli utenti
Anticipano
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28/03/2008 – The future of search marketing
Sul Web, gli utenti
Recensiscono
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28/03/2008 – The future of search marketing
Sul Web, gli utenti
Commentano
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Sul Web, gli utenti
Valutano
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28/03/2008 – The future of search marketing
Sul Web, gli utenti
Fotografano per condividere
Vs.
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28/03/2008 – The future of search marketing
Sul Web, gli utenti
Filmano per condividere
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28/03/2008 – The future of search marketing
E tutto questo finisce su
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28/03/2008 – The future of search marketing
Le nuove opportunità del search mktgLe nuove opportunità del search mktg
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28/03/2008 – The future of search marketing
Il vecchio modello SEMIl vecchio modello SEM
Con
vers
ion
eM
on
itora
ta a
ttra
vers
o a
pp
osit
e p
iatt
afo
rme
T r
a f
f i c
oIn
dir
izza
to in
base a
lle p
erf
orm
an
ce
Google Adwords
Risultati di ricerca di Google
Parole chiave (l’utente esprime le proprie esigenze)
Altre forme di advertising
testuale
Link sponsorizzati(YSM, Miva, Msn
AdCenter…)
Risultati di ricerca(ottimizzazione, pay
per inclusion, XML…)
Homepage
TrafficoTraffico
VenditeVendite
ContattiContatti
RegistrazioniRegistrazioni
PreventiviPreventivi
Landing pages
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28/03/2008 – The future of search marketing
Il nuovo modello SEMIl nuovo modello SEM
Con
vers
ion
eM
on
itora
ta a
ttra
vers
o a
pp
osit
e p
iatt
afo
rme
T r
a f
f i c
oIn
dir
izza
to in
base a
lle p
erf
orm
an
ce
Homepage
TrafficoTraffico
VenditeVendite
ContattiContatti
RegistrazioniRegistrazioni
PreventiviPreventivi
Landing pages
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28/03/2008 – The future of search marketing
Oggi si utilizzano per il SEOOggi si utilizzano per il SEO
Testi (prodotti dall’azienda o UGC)Feed RSS e file XMLImmaginiFile audioFilmatiProfili sui siti di social/business networking …
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28/03/2008 – The future of search marketing
SEO & Web 2.0SEO & Web 2.0
Turning visitors into active participants and community members
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Fondamentale!Fondamentale!
Web Analytics (capire come l’utente venga “ingaggiato” anche al di fuori del sito web)
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28/03/2008 – The future of search marketing
Brand awarenessBrand awareness
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28/03/2008 – The future of search marketing
BrandingBranding
Winner
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Brand reputation monitoringBrand reputation monitoring
Cosa monitorare (alcuni esempi)
azienda
concorrenti
partner news
prodotti management
stocks
comunicati stampa
recensionibrevetti clienti
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28/03/2008 – The future of search marketing
Brand reputation managementBrand reputation management
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28/03/2008 – The future of search marketing
SEO per contenuti multimedialiSEO per contenuti multimediali
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28/03/2008 – The future of search marketing
Video search optimizationVideo search optimization
Negli USA Youtube ha il doppio della
reach di mtv
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28/03/2008 – The future of search marketing
Multimedia SEOMultimedia SEO
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28/03/2008 – The future of search marketing
SMO: social media optimizationSMO: social media optimization
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28/03/2008 – The future of search marketing
Social Media OptimizationSocial Media Optimization
Attività ancora ai primordi (essenzialmente, oggi, per ottenere link)Potenzialità ancora da scoprire
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Link baitingLink baiting
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Tagging optimizationTagging optimization
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28/03/2008 – The future of search marketing
Local searchLocal search
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28/03/2008 – The future of search marketing
Google Local
testo
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28/03/2008 – The future of search marketing
Local search anche da noi
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… anche in auto
testo
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In conclusioneIn conclusione
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In conclusioneIn conclusione
In futuro occorrerà separare il contenutocontenuto daTempo (es. Tivo)Luogo (es. iPhone)Piattaforma (es. film digitali)
Al centro di tutto questo ci sarà sempre la ricercala ricerca
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28/03/2008 – The future of search marketing
PerchèPerchè
Il futuro sarà digitale……e tutto ciò che è digitale, può essere indicizzato……e può essere quindi trovato attraverso i motori……e questa è la storia che andremo a scrivere.
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28/03/2008 – The future of search marketing
SemsSemsCorso Vercelli 40, 20145 MilanoTel. +39 02 43319447 || [email protected] || www.sems.itA FullSIXFullSIX company
GrazieGrazie
Marco LoguercioMarco Loguercio Founder & CEO [email protected] Tel. +39 02 43319447