I'm at the launch of ad:tech Singapore and enjoying being part of something new in online marketing in a new and vibrant part of the world for me.
This has been another great reminder of the difference in search marketing practices around the planet. And it's not just due to the usual cultural and language differences. It's more about the awareness of search marketing's power.
In my previous column, "Gearing Up for Pan-Asian Search Marketing," I wrote about the Asian online marketplace and how fast it's growing. And yet search still seems to be taking the usual back seat in online marketing -- a trend I've seen before -- as it emerges and slowly grows in other geographical marketplaces.
No doubt, the notion of online marketing as an obvious must-do has been absorbed and understood across Asia. Online usage continues to increase at a staggering pace. And marketing dollars have to target that audience.
Paid search is a champion for the cause and receives a decent slice of online marketing attention. Yet, good old-fashioned SEO (define) still seems to be largely misunderstood or shrouded in mystique by mainstream marketers.
The interest level is huge, but the implementation level seems still to be a low priority compared to paid search. I've talked to marketers and representatives from various search engines across the various regions, and education is a high priority everywhere.
My company has long been involved in multinational campaigns and we've had a base in Singapore for more than two years. But we've been doing search in Asia for more than six years.
As part of our sponsorship of ad:tech launch here, our CEO came up with the idea to run our own educational sessions on search marketing at ad:tech. The sessions were eight minutes long and contained eight ideas for the audience to take away and work with.
Some ideas were new and exciting. Other ideas were common knowledge to seasoned online marketers in the U.S. Nonetheless, in an emerging market, almost everything is new, brilliant, and exciting if you had no knowledge of it before.
The eight topics we chose to cover and the ideas which attracted most discussion in the Q&A sessions were:
All of the above seemed to resonate really well with people who are becoming so passionate about search.
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Mike Grehan is Publisher of Search Engine Watch and ClickZ and Producer of the SES international conference series. He is the current president of global trade association SEMPO, having been elected to the board of directors in 2010.
Formerly, Mike worked as a search marketing consultant with a number of international agencies, handling such global clients as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is author of numerous books and white papers on the subject. He is currently in the process of writing his new book "From Search To Social: Marketing To The Connected Consumer" to be published by Wiley in 2013.
December 12, 2013
1:00pm ET / 10:00am PT