Where Does Search Go From Here?

a model for seeing
change
human evolution: tools
search has evolved too
the search environment in 2010
evolutionary pressure
rise of the "neotraditional" agency
what will the industry look like?
how will it evolve?
who will the players be?
...that really depends on the environment
Transmutation of Species (Natural Selection)
Charles Darwin's framework for explaining changes on an evolutionary scale
central thesis: living organisms adapt to and thrive in a changing environment
if you can describe the environment…and the characteristics it rewards...then you might explain why we look like we do



“nature’s version of high stakes A/B testing”
the brain of a modern human consumes one fifth of the energy consumption of the entire body
early hominids were thus under evolutionary pressure to increase their capacity to create and use tools
the human thumb is an evolutionary response to the requirements associated with making and handling tools

search is…at its heart: a question – a manifestation of desire or intent


language
education
libraries


The Dewey Decimal System

directories
search engines
The lasting effects of the recession
“67% of online searches were driven by offline channels…” I-Prospect 2007
Adoption of attribution modeling


increased complexity and number of channels

more players

increased complexity of interrelationships




attribution modeling makes measurement possible
measure effects of all channels on a sale
attribute credit accordingly
optimize all campaigns


to measure, influence, and truly optimize every step of the customer journey
incentive to cooperate is the problem

how many companies are really willing to share performance data and play nice?
search expertise inhouse: SEO and PPC
social media expertise inhouse
digital talent homegrown: not acquired by merger
analytics, attribution modeling, and optimization across all disciplines
all disciplines (digital & traditional) under same P&L

search is still evolving
clickfraud
Thank you!
Jiri Vala, Director of Search at JWT
evolving
doorway pages
link farms
cloaking
keyword stuffing
click bots
attribution modeling
real time search
social media integration
mobile search
approliferation
question