SEMPO Cities NYC: How Search Marketers Can Respond to the Humanization of Search
|SEMPO Cities Global Sponsor
When: Tuesday, October 25, 2016; 6:00 PM - 8:00 PM
Where: Microsoft Office, 11 Times Square, New York, NY 10036
Cost: SEMPO Members - Complimentary, Non-Members - $25
As consumers evolve the way they interact with technology, search is adapting to better understand user behavior. This adaptation can be marked by three key trends that explain how search is becoming a more human experience.
- Search platforms are now allowing users to express themselves in more natural, intuitive ways, through voice-powered searches and a more natural-language approach to typed searches. Think Hey Google, Alexa, Siri and Cortana (the last three are all powered by Bing!)
- Search is more accessible than ever, as it has become an integral part of a new ecosystem of connected devices. From the ubiquity of the smartphone to the proliferation of cloud-connected gadgets in the car and in the home, search can now deliver information to users wherever they happen to be. It’s also more pervasive and entrenched in our daily lives, serving as a bridge between the digital world and our real-life human experiences.
- Search is better at understanding human intent powered by the myriad of data sources available today. This preponderance of data allows search platforms to deliver more actionable and personal information to users. By connecting more data maps and using the power of AI we will change the way people interact with their devices to get things done.
This workshop/panel will bring search industry leaders to the table to discuss
- With the changes in the technology landscape, in the language of search, and in the growing user expectation for content across multiple platforms what are the new requirements for a successful search marketing campaign?
- As the search industry grows, now with its billions of human interactions per day, and striving to offer a personal, more human-centered experience to its users. How can search marketers connect to users as they move through all stages of decision making and encourage them to take more actions?
- With the steady rise in natural language interactions there is a greater complexity in the search ecosystem because it delivers more granularity and understanding of user intent; and consumers expect the search results to provide a specific answer based on their intent. How can search marketers evolve from strategies that rely on exact keyword matches and implement content on their site that gives these answers in a way that mirrors the conversational language of search?
- The collection and analysis of search data gives marketers greater precision in understanding user behavior along the winding road that is the customer decision journey. But the growing wealth of data can present a new challenge—there’s so much of it and it’s often so unorganized that marketers don’t know what to do with it. What are the technologies and skills needed to effectively manage and make use of the abundant data marketers have today and also be able to meet the challenges of the future.
Schedule & Sessions
An open time to check-in, meet some new and old friends, get familiar with the venue, and find a great seat for the evening.
Hear SEMPO Cities SF's Leader preview the content for the day and provide an overview of the SEMPO Cities program. The panel will discuss the “state of search” marketing. They’ll discuss Search Engine Marketing. They’ll share tips, best practices and resources for your paid and organic search strategies.
Moderator: Mike Grehan; CMO & Managing Director, Acronym
|Andrew Goodman; Founder and President, Page Zero
||Milton Reis; Account Executive, Microsoft Search Advertising
Andrew is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero manages clients’ paid search campaigns; full service organic search “Findability” from SEO audit through social & content strategy; and other forms of effective audience targeting. Clients include fast-growth e-commerce companies (Well.ca), killer startups, and recognized brands (Princess Auto, Merrithew). He is author of Winning Results with Google AdWords (McGraw-Hill); and a co-founder of HomeStars, a consumer review site in the home improvement space. His own recent home project includes a mid-century modern “conversation pit” and cylindrical skylight. Recently, he has overseen development of ZeroBot, a top-secret PPC tool suite focused on improving results for Page Zero clients.
Mike Grehan is the current Chairman of SEMPO, having been elected to the board of directors in 2010 and serving two years as President. He is also the CMO & Managing Director of intent-based digital marketing agency, Acronym. Perched on the 65th floor of the Empire State Building in New York City, he is responsible for directing thought leadership programs and cross platform marketing initiatives, as well as developing new, innovative content marketing campaigns. Formerly, Mike was publisher of Search Engine Watch and ClickZ and Producer of the SES international conference series. He
Previously, Mike worked as a search marketing consultant with a number of international agencies, handling such global clients as SAP and Motorola. He is recognized as a leading search marketing expert and came online in 1995. He is author of numerous books and white papers on the subject of search marketing and is currently in the process of writing his third book to be published by Wiley.
Continue the conversation over drinks and hor d'oeuvres
|SEMPO Cities Global Sponsor
None. For sponsorship opportunities, please contact: Stephanie Kaplar; email@example.com