SES Amsterdam - Beyond Googling

Tue 17 March 2009 22:37, Jellert Dekeyser

SES Amsterdam - Beyond Googling

My last blogsession is one of a kind. “Beyond Googling: Where will your customers be searching in five years?”

This case is presented by Anne Kennedy, she’s a member of the SES Advisory Board and Managing Partner and Founder Beyond Ink and has more than 40 years experience in the field of marketing and public relations. 

She starts with the fact that already 1.6 billion people are connected on line and already 3 billion people have a mobile phone that touch the internet. 

But what are the upcoming trends for the next five years?

First of all, in case of spending money on advertising, flat is the new up. For example, over the last four years the expenses of advertisings on television remained stable. She also tells us that there will be a fall in spending money on advertisements in search but that shopping websites, social networking sites, videocasts and mobile phone advertising spending will be booming.  More and more people, also in Europe, are using their (i)phone for using the internet.

Google knows it, that’s why that you can create a TV campaign with Google Adwords (now only in the USA). Interesting is their one-liner they use: ‘Let’s take it offline’. 

You can promote your TV campaign now through the YouTube channel or just recently the MSNBC National inventory  has become available for Google TV Ads.

And for those TV ads, there is and will come a market for. Ever thought about the fact that you can watch HD movies on your laptop or even connect your laptop with you flatscreen television?  Or that video screens are getting smaller (f.e. iphones, pc monitors, in car videoscreens, …)?  

When people are using their phone, they uses it for text messages, sending and receiving photos and videos, listening to music and (last but not least) watching videos. 

Then you have Facebook and Twitter. Facebook gained share year after year in Europe, Latin America and the Middle-East. For example 57% of the inhabitants in Mexico have a Facebook profile or in Lebanon is Facebook the most popular site. But you have to take into account there isn’t much business usage through Facebook. Users of Facebook prefers to keep their business life and personal life separated.   

If you may believe what Joe Marchese says – ‘Google is for research and Twitter is for discussion’, Twitter is used for major announcements and can be used a new search engine. 

And to answer the question about where will customers search in five years? The answer by Anne Kennedy is simple: they will search for videos and watch it on their mobile phone or through Twitter (or its successor).

That was the end of a really instructive day with a lot of interesting speakers.



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  • If we all think back to 5 years ago, there was no twitter, and many of the big networks we have now were in infancy. I think looking forward we should remember that alot can change in just 1 year (look at Twitter growth %), so being able to estimate what will happen in 5 years should be very difficult. Sure mobile phones are the coolest way to get multimedia now, but who knows what great inventions are still on napkins at this moment.

    -Derek

    Do 19 mrt 2009, 09:57

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