We published today The Future of Search Marketing; thank you to the many marketers and agencies who contributed to the research. There are a number of evolutions happening to search marketing now and in the coming three years, including:
More content and ways to search
Richer search engine interfaces and ads
Overlap with social and mobile
But what stood out to me as the real future of search marketing was that these changes will actually force search marketers to think more like business planners than like channel managers. Tactically speaking, this means thinking about “search marketing” as not just SEM and SEO but as an umbrella term that applies to using any targeted media to help an advertiser “get found” (including, perhaps, biddable display media, social networks, and mobile applications). Strategically, this means focusing more on user intent, your business reasons for using search (and not other media which also drives leads), and fostering collaboration and an awareness of the value of search across your organization.
I met yesterday with Preston Carey, the head of business development for Russian search engine Yandex. Full disclosure: Carey and Yandex originator John Boynton are both Forrester alumni, but that’s not the only reason I think Yandex is smart.
Yandex has tapped into two forces that yet elude the larger US-based search engines (ahem, Google and Yahoo!):