International Search Summit - PPC London, November 2008
Search around the World - The Second International Search Summit takes delegates on an online tour of the globe!
The second International Search Summit has received rave reviews from attendees.
Held once again at the British Library, the event, hosted by WebCertain, was dedicated to international search marketing and delegates from organisations including Air France, British Airways, Hotels.com and Next had the opportunity to hear from some of the leading experts in the field.
The day kicked off with an introduction from WebCertain's Andy Atkins-Krüger and Stephanie Kidder of Pinnacle Systems (a division of Avid Technology) who broached the subject of running multilingual campaigns from a client's perspective. Alex Burmaster of Nielsen Online really set the scene for the day with an overview of the European Search Landscape, which highlighted some interesting statistics and trends.
As the focus of this particular summit was paid search, three search engines took to the stage to talk about their paid search platforms. Eugene Lomize, Head of Advertising Technologies at Yandex gave a fascinating presentation about search in Russia, and how Yandex fits into the Russian market, whilst Christer Pettersson, Online Search Manager at Swedish search engine Eniro discussed search in Scandinavia. As well as the two local engines, global engines had their say when Ed Pushman of Microsoft adCenter presented the latest developments in Live Searcht.
Andy, Kristjan Mar Hauksson (Nordic eMarketing) and Dixon Jones (Receptional) offered a light-hearted interlude after lunch with a look at some of the biggest search errors made by well-known brands, which highlighted what not to do, whilst earning a few laughs from the audience.
WebCertain made another contribution to the day from Lesley Richards, PPC Strategist and Samia Kesseiri, Account Manager who explored the emerging markets of Brazil, China, India and The Middle East. Translation Manager Isabella Ballanti followed with an insight into the localisation process - highlighting the dangers of simply just translating between websites.
Other topics also made their way onto the agenda. Shari Thurow (Omni Marketing Interactive) considered usability's application to both SEM and SEO, Divolution CEO Michael Beck delved into the world of Behavioural Targeting and Jessica Bowman SEOinhouse offered advice and suggestions on managing multiple international stakeholders.
Anne Kennedy (Beyond Ink) ended the day by presenting new research about Facebook as a global Phenomenon. Based on research carried out by the team at WebCertain and her own findings, Anne looked at the impact of social networking around the globe and what Facebook will need to do in order to compete with the local sites. The research will be available as a whitepaper shortly.