What's In Store for Search via Didit's Kevin Lee
At a great presentation I attended last week during the Direct Marketing Club of New York's monthly luncheon, Kevin Lee, CEO and founder of search marketing agency Didit, demonstrated what paid search marketing campaigns gain from using "power segmentation" and direct marketing data.
Lee also discussed 2009-2010 search campaign priorities for marketers, especially since right now there are fewer searchers than in recent years in many industry segments due to the economy. The priorities he cited include the following:
- cherry-pick the very best clicks;
- eliminate the waste in your campaign — especially if you've had budget cuts; experiment wisely;
- use retargeting if your campaign and site visits amount to greater than 40,000 visitors a month; and
- test promotions, ad copy and landing pages regularly.
Search engines will most likely add tools to their interfaces over the next two years, Lee said, which will add complexity to search engine marketing. With this in mind, he said marketers should watch for several trends:
- keyword-targeted contextual display advertising;
- retargeted search display ads and text ad retargeting; and
- keyword-targeted video and rich media.
One thing was clear from Lee's speech: Search engine marketing will be evolving over the next few years, and the smart marketers will be the ones that keep abreast of these changes.
Are you doing anything differently with your search engine marketing programs right now? Plan to next year? Let us know by posting a comment here.