April 27th, 2010
Even if search has matured incredibly over the last few years, both from a technical point of view and as a channel that gains board room level attention, a lot of the basic issues remain the same. I’m not talking about cross-channel click attribution and lifetime value, but campaign coordination and achieving the appropriate buy-in at all levels of the organisation.
Earlier this year Banner organised a Search Huddle. This was an intimate session for B2B marketers with speakers from Autodesk, Avaya, and Microsoft.
While the event was rounded off by Cedric Chambaz, marketing manager at Microsoft and myself, by looking at the latest developments of search and what lies ahead, what generated the most debate was how to get the fundamentals right; what can you do today, to make a tangible difference to achieve your objectives?
Dominic Jukes, web marketing manager at Autodesk shared his experience of managing international paid search campaigns, and highlighted recent corporate structural changes that had helped facilitate increased ownership and subsequent coordination of their search marketing efforts.
Avaya, represented by editor-in-chief Jerome Toulorge, used paid search in a different innovative fashion. With the objective of generating sales through their channel partners, together we had created a paid search reseller program that was rolled-out with selected partners across Europe. The challenges faced where not so much about technology as it was about communication and education.
The event clearly highlighted that although search can many times be perceived as a highly technology focused marketing channel; the biggest factor to success is still the people driving it.