Where Is Search Heading? Check the Map

  |  June 18, 2012   |  Comments

For brands to be successful in search within a mobile-first world, there can be no greater priority than a well-curated local presence.

Nothing excites a crowd in the digital space quite like maps. Remarkably, after spending more than a decade in the search space, people are still awed by the visual evolution of a once-flat environment. Case in point - Apple announced earlier this week that the company was releasing its own 3D mapping capability and, in the process, removing Google as the default provider. This is news for two reasons. Obviously anything Apple does, especially if it has a material impact on a rival like Google, is going to be a story. Given the Android vs. iOS battle, it's only surprising that the move has taken this long.

The longer term piece is not breaking news as much as it's validation of many stories from the past year. Apple is clearly doubling down on the importance of local. On the heels of the Zagat integration and shift to the Google+ Local approach, the role local is going to play in determining brand viability and success cannot be understated. At the outset of 2012, GMS Local (a service of my company) research showed a surprising number of brands with significant local footprint under-investing in the local space.

For brands to be successful in search within a mobile-first world, there can be no greater priority than a well-curated local presence. Reviews, be it from Zagat or Yelp, will become a linchpin of business. A new onus will be put on businesses to empower in-store staff to solicit on-the-spot feedback via tablets vs. automated toll-free phone systems. Beyond reviews, the great visualization, and all other local elements, is a single item that strikes me as being the next great game-changer that people must consider when they think about search optimization in an Apple-centric world: Siri.

For years, the search industry has pontificated on what Apple search would and should look like. The answer was never going to materialize as 10 blue links, and I think we can now see that it, by and large, will not include many of the traditional elements we have come to think of as search. Apple is pushing "cards" of information off pins users have placed, or results for a given search, but that's a short-term position. Long term, the answer of discovery on Apple devices is spoken or possibly just understood based on proximity and preference.

Foursquare, a company I've long thought would look better inside Apple than as a standalone, is trying to move this way with its newest app upgrade. Search established the importance of consumer intent for brands. Now proximity and past behavior can be layered onto the equation, giving brands a greater opportunity for more relevant responses and consumer engagements. For brands to realize this they have to start asking the question of what assets are needed and how will they be organized in a Siri world?

Search has always been personal. Everyone suspects it's becoming more social, but maybe if you turn the map a different way you can see it become more about the moments that matter, and the places and brands that can help facilitate those moments.

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Chris Copeland

Chris Copeland is chief executive officer of GroupM Next, the forward-looking media innovation unit of GroupM. Chris is responsible for curating and communicating insight-focused media solutions across established and emerging platforms. Leveraging his multi-year experience with emerging media companies, Chris is tasked with stewarding GroupM Next in partnership with agency leadership from GroupM's four media marketing and marketing service agencies (Maxus, MEC, MediaCom, and Mindshare). The focus is participating with those companies leading changes that most impact consumer media consumption, brand favorability, and purchase behavior.

Guiding the Predictive Insights, Technology, Research, and Communications teams at GroupM Next, Chris is responsible for overseeing the amplification of insights into opportunities that directly benefit the business of GroupM agencies and their clients. GroupM is the world's largest media investment management group and the media holding arm of WPP. Together, GroupM agencies represent almost $30 billion in overall North American billings (RECMA).

Chris helped guide the development of GroupM Next, which was established to deliver the best thinking and new insights from within the GroupM community. The unit also focuses on technology innovation connecting all media channels, but especially, online, social, mobile, and addressable.

Chris was selected to lead GroupM Next after nine years of leading the search marketing practice within GroupM. Among his accomplishments are the development and integration of the global search marketing offering for GroupM agencies, GroupM Search, which managed $1.3 billion in search billings globally and grew to more than 1,000 search marketing strategists serving 40 countries. In 2009, Chris created the research division of GroupM Search and developed research studies that deepened the understanding of consumer behavior across search and social media for leading brands and garnered global traction - most notably: The Influenced: Social Media, Search, and the Interplay of Consideration and Consumption; The Virtuous Circle: The Role of Social Media in the Purchase Pathway;and From Intent to In-Store: Search's Role in the New Retail Shopper Profile.

Chris entered the digital industry in 1996 when he joined search marketing agency WGI (later acquired by Tempus Group). He has been with the WPP and GroupM family of companies since 2000 when, recognizing search as an emerging media channel with incredible potential for brands, WPP acquired Tempus Group and CIA, and ultimately rebranded the search marketing agency as Outrider. As senior partner and managing director of Outrider, Chris delivered on GroupM's vision for the channel, leading the organization to 500 percent growth with global presence over five years, and establishing award-winning search marketing strategies that have become industry-wide best practices. In 2002, Chris successfully implemented the integration of search into the cross-channel media planning process at MEC, creating the first search marketing practice to sit within a media communications and planning company. In 2007, he guided the business expansion of search marketing practices into all GroupM agencies. In 2009, Chris was named CEO of GroupM Search, where he was responsible for driving global search strategy for the organization, while fostering the innovative application of search as an integrated channel. In his role, Chris also provided digital strategy counsel for clients, including AT&T, Dell, Audi, Volkswagen, and more.

Chris is an active member on advisory boards at the 4A's, Google, Yahoo, MSN, and I-COM. He is a frequent speaker in global forums discussing the digital marketplace and how the space is evolving, and serves as a regular resource to national and industry press. Chris contributes editorial commentary regularly to Advertising Age, ClickZ, MediaPost, and MediaBizBloggers.com. In fall 2013, Chris was honored as an inductee into the ClickZ Digital Hall of Fame.

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