Eight search ideas to get to work for your business.
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 currently chief marketing officer and managing director at Acronym, where he is responsible for directing thought leadership programs and cross-platform marketing initiatives, as well as developing new, innovative content marketing campaigns.
Prior to joining Acronym, Grehan was group publishing director at Incisive Media, publisher of Search Engine Watch and ClickZ, and producer of the SES international conference series. Previously, he worked as a search marketing consultant with a number of international agencies handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Grehan came online in 1995 and is the author of numerous books and white papers on the subject and is currently in the process of writing his new book From Search to Social: Marketing to the Connected Consumer to be published by Wiley later in 2014.
In March 2010 he was elected to SEMPO's board of directors and after a year as vice president he then served two years as president and is now the current chairman.
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
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