massimo burgio sempo smx madrid target europe italy
DESCRIPTION
My presentation about the evolution of the search landscape and market in Italy, that followed a presentation of SEMPO at SMX Madrid 2008.TRANSCRIPT
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
TARGET EUROPA / ITALIA
Massimo BurgioSEMPO Board of DirectorsSMX MADRID – MAY 2008
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
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
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
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
SMX MADRID 2008 – GLOBAL SEARCH: 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
SMX MADRID 2008 – GLOBAL SEARCH: 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
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
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
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
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
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
THANK YOU / GRACIAS!
MASSIMO [email protected]
sempo.org
sempoglobalsearchblog.com