The State of Integration session at Murdok Videos. Keep an eye on Murdok for more notes and videos from the event this week.
"Search does not exist in a vacuum," says the official teaser text for the session
Unfortunately, our reporters were not able to make the entire session, but were able to come away with some interesting discussion nonetheless.
You've got to take search offline, but post-search activity is the most important part. "Local search seems to be really close to that purchase point," one of the speakers said. Mobile computing is aiding the measurement of this.
Search isn't in a vacuum, but we need to ask what media is driving this activity and how we get there.
Some discussion about this took place, and the following points were made:
- Use direct targeting through local
- People do understand cross points and attribution, so they aren't panicking. Rather, focusing on true understanding.
- Integration strategies for different age groups (ex. baby boomers who have lost during this economy)
- More influenced by TV and radio than new media
- People take broadband for granted too, because it is not universal.
- Search personalization integration?? better targeted for specific generations
- People can capitalize on paid since not everyone knows what paid and organic is.
- In Radio advertising, Emphasize point of purchase
The Future of Semantic Search, and Measuring Success in a 2.0 world sessions were also interesting, and provide more insight into the evolving world of Internet marketing.
No comments yet. Be the first to comment!