Pruitt joined iCrossing in 1999 as Chief Financial Officer and Director of Business Development. Currently, he builds and maintains relationships with top-level partners like Yahoo Search Marketing, Google AdWords, MSN, and Ask to keep our clients up-to-date on the latest changes in the search market. Before coming to iCrossing, Pruitt spent six years at Arthur Andersen in the Audit and Finance divisions. He has served two terms on the Search Engine Marketing Professional Organization (SEMPO), and is the current Vice President and Co-Chair of the Business Development Committee.

Keynote: Future of Search, how to be found. Jeffrey Pruitt, EVP Icrossing – 7 years experience, VP SEMPO. Gives overview of agenda. Let’s examine consumer behavior. Evolution of search / Consumer Behavior / Social Media / What’s Next.

Search was: Algorithms; Natural Search (Coding). Paid Search (GoTo / Overture / Ask Jeeves). Graphic: Age of Links (Circa 2003); 2000 – 2006 (Age of Advetorial). 2006 through ? (Age of Networks).

Search: Is today the future? Managing the Innovation (shows funnel split between Traditional (analog) & New (digital). Medium managers will manage cross platforms. Shows Google / Yahoo / MSN mission statements. Changing the landscape (shows long list of Google / Yahoo / MSN products).

Shows Yahoo Slide – Yahoo reaches more people than prime time TV, invests in social search & communities. Behavioral Targeting / Details –Target Consumers with specific affinities & interests derived from their online behavior – deliver searchers focused on a certain category.

MSN – becoming more transparent via demographics. Shows MSN Keyword Forecasting Screen.

Google – More Than Search – Planning / Placing & Tracking Media – Auction Based Platform where Online Advertising is bought and sold. Key Features: Audio: Targeting & Tracking Real Time. Print Ads: Massive Circulation. Advertisers need to consider the demographic profiles before participating. Consumer Behavior – Need to understand the consumer—“who”, understand their experience, what channels are part of the journey, use metrics to track.

Gives personal example – looking for a fuel efficient SUV. Searched in order to find the Chevy Tahoe. If Chevy wasn’t marketing in these online networks, might not have found the car. Multi-Channel World, so then you need to think about the channel + create unique experiences for different needs. Tracking metrics aid optimization—need to expand beyond ROI – Keywords can be for awareness as well as for ROI. Social Media – Media is always “social”, Audiences want radical change in delivery.

Internet changed media from the beginning. Social Media began in the late 90’s. Internet: People’s Media. Shows video of Michael Wesch, Cultural Anthropologist posted on Youtube (https://www.youtube.com/watch?v=6gmP4nk0EOE) .

Devices can capture content & powerful tools allow users to create & publish globally, connecting & interacting with millions. Gives Dell Laptop Battery Fire example (user capturing laptop fire on video & publishing it). Attempts to show social media linking mathematically via the eyes of Google (cool graphic). Google is a reputation management system. Social media is global, always on.

What’s next for search marketing? Virtual reality or reality? Second Life? How should advertisers interact with it? 3D Maps – Google placing ads within them. Virtual clothes shopping on Madison Ave. Search is about all forms of media – how will search engine marketers interact wit them?

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