We’ve Forgotten Who We Are & What We Do

Search Insider 2011

What Did We Hear Yesterday

Become a publisherIt’s all about data & analytics stupidWe like naked puppets and bacon (not necessarily together)

Socialize all media effortsFacebook has replaced Google as the most bitched about partnerSearch behaviour (Brit spelling) is shifting to app/mobile/vertical

Attribution models are sexyThe agency needs to re-invent itselfWe need tools, but need to know how to create actionable insight

Reprising a 45 minute presentation into 15 minutes w/o edits doesn’t work wellOne person thinks I’m mean & two think I’m related to the RiversWe all need to learn how to sell better (Amen to that!!)

None of us still know what real integration meansYes, I’m telerob (that’s short for telemark skiing mo’fo’ Rob Griffin)I’m not going to reiterate yesterday’s topics (for those that spoke to last night)

04/07/23 :: 2

What We Did Not Hear Yesterday

Much about search after the rapping … yet we are attending the Search Insider Summit

That search is the biggest benefactor of all other media

Anyone else notice most SEM specialists want to talk about everything but search?

Even though search is the front door to most of our business models

Search has the lowest competitive barrier to entry, but doesn’t have to

Search is the simplest to demonstrate a reason to test a competitive agency

Search is undervalued in it’s strategic importance to an agency

Search can serve as a real-time large focus group that can help to optimize other channels and creative messaging

07/04/23 :: 3

So What Is The Combined Meaning

It’s no longer good enough to be purely a media, creative, or a search agency

We must be full service digital, yet not lose specialized expertise … especially search

Integration doesn’t mean your agency has one name on the door

We must help clients organize their entire digital footprint across earned, owned, & paid media (or whatever we want to call it)

Focus on experience (& conversion) optimization which requires a combination of strategy, consumer insights, site & campaign analytics, traffic segmentation, retargeting, on- & off-page SEO, and of course media buying … including PPC

The missing piece is going back to being search-centric because most consumers don’t consider search a channel … search is just an action a consumer takes between media channels … but search is still central to their digital experience … regardless of where the search occurs

07/04/23 :: 4

3. MEDIA EXECUTION

5. BUYINGADJUSTMENTS

2. MEASUREMENT ACTION PLAN

4. CAMPAIGN OPTIMISATION

6. CUSTOMER RETENTION

1. Define KPIs – Campaign effectiveness, Cross-media analysis, Social monitoring

2. Agree tracking strategy

1. INSIGHT & STRATEGY

1. Set strategic guidelines

2. Custom and syndicated research

3. Audience insights

1. Artemis Weighted Attribution2. Reporting and Dashboards3. Creative/Landing page

optimisation4. Web analytics/usability5. Onsite surveys

1. Media planning2. Tagging deployment3. Inventory auditing

1. Audience segmentation

2. Targeting/retargeting3. Set CPM/CPC pricing

thresholds

1. CRM2. Email3. Database

management

Experience Optimization In Agency Practice

Initial consideration set Moment of purchaseLoyalty loop

2. MEASUREMENT ACTION PLAN

3. MEDIA EXECUTION

4. CAMPAIGN OPTIMISATION

5. BUYINGADJUSTMENTS

6. CUSTOMER RETENTION

How This Fits Into The Customer Journey

1. INSIGHT & STRATEGY

Search lives between & with all of these

components

Why Do I Say This

If search is managed properly … Share of voice Scale Growth that matches performance and consumer adoption Integrated planning & execution Search insights used up-stream Leverages other marketing communications & media Actionable insights LP testing & retargeting

… an agency can reduce competitive risk through integration and search excellence

The more intertwined search is and subsequently the better it performs … The harder it is to be removed from the suite of offered agency services It will also serve as a foot-in-the-door to other pieces of business

If not done right, more than search is at risk Display, RTB, rich media, video Mobile & social services Site analytics, even traditional media as it gets digitized

07/04/23 :: 7

Summary

Search is of huge strategic importance to an agency, lets not forget that

It represents the front door to our business

Get search right and you can improve almost every other aspect of the media mix

This is why more traditional agencies have been gobbling up stand alone search shops for years

Get search wrong or even simply not as good as it can be and the agency risks losing more than just search

So lets not forget search is Who we are Why we are here What we do And why it is mission critical to our entire digital portfolio as an agency and to our

clients success

07/04/23 :: 8

Thank you!Obrigado!Gracias!Merci!Grazie!Arigatô!Vielen Dank!Terima Kasih!谢谢您 !