Otilia Otlacan: SES Chicago and Mobile Search – what topics will you be covering, can you give us the highlights?

Cindy Krum: I am honored to be speaking on the Mobile Search Battle Update panel with Bryson Meunier, Rachel Pasqua and Phyllis Reuther. I have spoken with Bryson and Rachel before, but I this is my first time speaking on a panel with Phyllis. The session will be just before lunch on the first day of the show, and it has a lot of insightful mobile search experts.

I will be giving a lot of statistics about where and what people are searching for from their mobile phones. I’ll specifically spend time talking about on-deck search options, off-deck search engines and downloadable mobile search applications. I will also talk about how true web-browsing phones like the iPhone and the gPhone are changing mobile search behavior, and what that means to us as mobile marketers preparing for the future.

O.O.: Surely the economic recession is an over-discussed subject by now, but can you comment if there is an impact on mobile internet usage, search in particular? Are people more conscious these days of the higher costs of mobile search?

C.K.: Many of the US mobile phone carriers have begun offering flat-rate data packages, so the people who have opted into those flat-rate packages will not be affected by the recession. Cost will be a deterrent to mobile search for the rest of the mobile subscribers, but this has always been the case. Some carriers are also testing programs that allow users to decrease their phone bill by watching ads, and we may see programs like this expand or grow in the future.

The economic turmoil may increase the length of time people will wait to replace their mobile phones, and since much of the growth in mobile web search has been driven by the newer, more web-capable phones, a delay in phone replacement is a concern. I don’t think it will be enough to turn the trend; it may just slow or delay the growth slightly.

O.O.: The AdOperationsOnline.com readers are keen to discuss mobile advertising as the next big thing for 2009. What are your views on the mobile advertising growth, what can we expect?

C.K.: Companies like AdMob who have been operating in the red for some time are finally cash-positive, so I think it is fair to say that mobile advertising is coming of age. I have been speaking for a long time about making one website work well in both a traditional and a mobile setting, and that will be true for mobile advertising too. It has to be seamless, and we can’t rely on the user to get to the right website or remember two domains.

It will be important for mobile advertising companies to offer a service where ads are intelligently served, based on the device accessing them. Not only do we want mobile ads to go to mobile devices, and traditional ads to go to traditional devices; but we want ad networks to recognize the type of device that is doing the searching, and serve ads that are relevant to that device demographic. It is no secret that the demographic buying BlackBerries is different than the one buying SideKicks; Mobile ad networks need to do a better job leveraging that type of information.

UK mobile carriers are already using this type of ad targeting on their networks, because everyone in their ‘on-deck’ portal is a subscriber, and I believe this kind of targeting will soon make it to the United States. Google AdWords is also allowing marketers to target ads based on carriers, and this type of innovation will be vital for mobile ad networks to maintain their superior click through and conversion rates.

O.O.: Staying in the mobile advertising area, what solutions do you see to ensure that ads are unobtrusive on such small screens? What about measurability of mobile ad campaigns – any technologies you’re particularly fond of?

C.K.: In addition to making mobile advertising as targeted as possible, it will be more important for advertisers to be subtle in mobile advertising. Mobile devices are considered much more personal than traditional computers so advertising can feel like much more invasive on a mobile phone. I think branded games and downloadable applications will be a great way to advertise to your mobile audience, without being too pushy.

Mobile tracking and analytics is still quite difficult because most web tracking is based on JavaScript, which is not executed by a number of mobile browsers. While most of the major ad networks offer technology that will allow you to track performance of your entire mobile website, (instead of just your ads,) there are no great mobile-specific analytics platforms available yet. Your best bet is always to use a combination of analytics programs, but when you are working with mobile data, understand that you may not be getting the complete picture.

O.O.: Your company, Blue Moon Works Inc., how does it fit in the relatively new and chaotic landscape of mobile marketing and advertising? Any service or product highlights for 2009 that you would like to present to our readers?

C.K.: Blue Moon Works, Inc. is a new media marketing agency, and mobile website optimization is just one of our specialties. (We also offer consulting for traditional SEO, PPC, email and analytics.) Blue Moon Works is a resource for agencies, development companies and content owners who want to create a mobile website that will rank well in mobile search without compromising their existing search engine rankings.

There are a lot of companies that can build you a mobile website, but not many of them understand the full impact that the mobile site can have. Mobile sites can provide a bad user experience for your audience, or create duplicate content issues and indexing problems with the search engines, which can hurt your brand and your traffic. At Blue Moon Works, we offer expert consulting; we will help you determine how the mobile website should be structured and coded to create the best mobile user experience, rank well in mobile search results, and not create problems for your traditional search results.

About Cindy Krum
Cindy Krum is the Director of New Media Strategies for Blue Moon Works, Inc. (www.bluemoonworks.com) She brings fresh and creative ideas to the Blue Moon Works team, speaking at national and international trade events about mobile web marketing, social network marketing and international SEO. Cindy also writes for industry publications, and has been published in Website Magazine, Advertising & Marketing Review, Search Engine Land, ODG Intelligence, and quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard. Cindy also currently serves as the co-chair of the SEMPO Mobile Search Committee, and is an active member of the search community. Cindy is passionate about bringing creative online marketing solutions to clients, and working with clients to develop high level mobile and international marketing strategies.

About Incisive Interactive Marketing LLC — A Division of Incisive Media PLC
Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.
Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, the ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.

For more information on SES Chicago and other shows in the series, see http://searchenginestrategies.com/chicago.

Recognizing the technologies and companies that made a positive difference in the online marketing industry in 2008, the ClickZ Marketing Excellence Awards honor the tools and services that represent excellence and innovation in digital marketing and advertising.

“In a fast-moving industry, these awards shine a light on those helping to evolve the industry through their brilliant examples of what can be accomplished,” said Anna Maria Virzi, executive editor of The ClickZ Network, a division of Incisive Media. “ClickZ readers are instrumental in these awards, bringing to our attention products and services that enable digital marketers to do their jobs more effectively and efficiently. We thank them along with our panel of judges — trusted and respected digital marketing professionals — for diligently selecting this year’s winners. The competition is more intense every year.”

The ClickZ 2008 Marketing Excellence Awards winners are as follows:

Ad Management: DART for Advertisers (Finalists: Atlas Solutions; Open AdStream by 24/7 Real Media)

Judge’s comment: “DFA remains the industry gold standard for ad serving and ad management. This is the technology that’s behind the majority of the more notable and impressive campaigns we see and a sure bet for any advertiser on the fence about which company can offer the most seamless, streamlined campaign solutions.”

Analytics Platform: Omniture SiteCatalyst (Finalists: Google Analytics; WebTrends Analytics)

Judge’s comment: “Hands down the most innovative, ever-expanding platform in the space. Omniture has done an excellent job listening to the customers’ needs and building the functionality to serve such. Additionally, the ability to integrate with other CRM and testing platforms has been a boon to all that rely on analytics to drive better marketing decisions.”

E-mail Marketing Tool: Responsys Interact (Finalists: Lyris HQ EmailLabs; MailChimp; MailerMailer)

Judge’s comment: “A full-service solution, Responsys has been the market leader for over a year. Their products work, with a superior work flow interface. One of the important criteria for many of the people I spoke with is the ability of Responsys to easily integrate with other best-of-breed solutions.”

Mobile Marketing Tool: DoubleClick Mobile (Finalists: BluFi from TELiBrahma)

Judge’s comment: “It is critically important for the mobile advertising (buyable off-the-shelf solutions) to have a standard serving and reporting platform. The DoubleClick mobile product enables digital buyers and planners to have consistency in reporting and publishers the ability to sell through integrated mobile packages.”

Search Ad Management: Marin Search Marketer (Finalists: Acronym Media; Clickable)

Judge’s comment: “Ease of implementation and flexibility are key in today’s fast paced search world, and Marin seems to excel in both areas. Often the software can be up and running in a day, and you aren’t tied down to year-long contracts. The fact that 90 percent of those that trial the software end up using it speaks for itself. One of the strengths of this offering is for those companies that also want to keep control of their search expertise in house.”

Social Media Marketing Platform or Tool: Bazaarvoice Ask & Answer (Finalists: Clearspring Technologies; NetworkSense Mapping by iCrossing; Vovici Community Builder)

Judge’s comment: “User-generated content is the killer app for all Web sites, and Bazaarvoice is the hands-down leader in driving innovation in this space. Social networking is only viable for the few. Rating, reviews, and comments are there for all to capitalize on, and Bazaarvoice has made it easy for all to get in the game.”

Video Ad Format or Platform: DoubleClick HD Video (Finalists: Acudeo by Tremor Media)

Judge’s comment: “You want the creative and content you develop for your brands to look great. But, unfortunately, video placements in general have suffered from low-bandwidth specifications and site-publisher limitations. So any media partner that can make your content look its best, and that won’t degrade your original vision, is a partner worth having.”

“The new DoubleClick HD looks great. And if your content already has a compelling idea and creative execution behind it, HD quality is really the icing on top.”

For the complete list of winners, visit http://www.clickz.com/showPage.html?page=awards.

About The ClickZ Network

The ClickZ Network is the largest resource of interactive marketing news, information, commentary, advice, opinion, research, and reference in the world, online or off-. From search to e-mail, technology to trends, our coverage is expert, exclusive, and in-depth.

About Incisive Interactive Marketing LLC — A Division of Incisive Media PLC

Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.

Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, The ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.

CHICAGO – Search Engine Strategies (http://www.SearchEngineStrategies.com) returns to Chicago this year with an exciting line up of popular sessions and new content at SES Chicago 2008. The SES event, taking place at the Chicago Hilton, December 8th – 12th, draws not only a large Chicago and Midwestern crowd, but also delegates from across the country and the world, as 30 countries were represented last year.

Opening the show with the first of three keynotes will be Lawrence Lessig, who is Professor of Law at Stanford Law School and founder of the school’s Center for Internet and Society. Lessig focuses on the intersection of law, internet and technology, particularly as it relates to copyright.

Second in the keynote lineup will be CEO and co-founder of Omniture, Josh James. Josh is passionate about helping organizations worldwide leverage the internet and the on-demand services business model to increase revenues and customer loyalty and maintain a competitive edge. Under Josh’s leadership, Omniture has evolved from a groundbreaking idea into one of the fastest-growing publicly traded software companies with more than 4,700 customers across 75 countries and over 1,100 employees.

The SES conference’s third keynote will be Bill Tancer, General Manager, Global Research with Hitwise. In his role, Bill provides cutting-edge research and insight into online consumer behavior and the application of online competitive intelligence. Bill’s analysis of the online landscape has been quoted extensively in the press and he authors a weekly online column for TIME, “The Science of Search.” He was also named Television Week’s “12 to Watch” for 2008 and is currently on the advisory board for the PEW Internet and American Life Project.

SES newbies and alumni alike will quickly learn how to maximize the search engine marketing and search engine optimization opportunities to ensure they are well-versed of the latest search developments and solutions in this area. Organized and hosted by world-renowned search authority Kevin Ryan, SES Chicago delivers real-time actionable information you need to grow your business. Additionally, Search Engine Strategies Chicago grants access to the Midwest’s most comprehensive gathering of search engine marketing and optimization-related providers, partners and affiliates.

“Our intent in bringing Professor Lessig, Mr. James and Mr. Tancer here is to rejuvenate the industry’s thinking,” said Kevin Ryan, Chairman of the SES Advisory Board. “The search industry continues to grow by leaps and bounds, and in a time of economic uncertainty, we must continue to take chances. But, in doing so, our audience needs to hear from these individuals to truly value search’s place amongst other internet disciplines.”

To register for the conference and pay the early bird rate of $1,795 by November 21, visit www.searchenginestrategies.com/chicago/registration-details.html. SES Chicago Expo-only passes are free in advance.

For more information on SES Chicago and other shows in the series, see http://searchenginestrategies.com/chicago.

bout Incisive Interactive Marketing LLC — A Division of Incisive Media PLC

Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.

Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, the ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.

NEW YORK – As businesses face turbulent economic times, they are under immense pressure to justify advertising dollars. With upwards of 10 percent of US ad dollars being spent online, marketers are relentlessly focused on making the most of those investments. Search Engine Strategies’ (SES) highly regarded search engine marketing (SEM) training keeps marketing professionals in tune with the latest developments in the search industry.

Next up in the training series is New York’s SES Search Engine Marketing Training Workshop, slated for October 14. The in-depth training session is conducted in a small class setting, allowing the instructor to be readily accessible for informal one-on-one or small group discussions. Attendees are encouraged to bring their laptops to gain advice and insights on their own websites.

Led by Howard Kaplan of Future Now, Inc., this workshop will demonstrate the skills essential for building a user-friendly, search-friendly, and persuasive site that converts visitors into buyers. Attendees will gain practical knowledge and hands-on exposure to become top performers in the field. This call- to-action workshop will give participants a keen understanding of web analytics, web design, usability, social media, information architecture, and search engine optimization.

“Consultants, site designers, website owners, or in-house marketing professionals will leave this intensive workshop with the tools to achieve dramatic results online,” said Matt McGowan, Global VP of Marketing for Search Engine Strategies, ClickZ.com and SearchEngineWatch.com, properties of Incisive Media. “Attendees tell us this forum is an ideal way to learn the most pertinent skills as they need for making their online presence pay off.”

Location: Helen Mills Theater
137-139 W 26th St
New York, NY 10001
Date: Tuesday, October 14, 2008

Training Cost: Full day, including lunch – $1,345

For additional information on the training and on the upcoming SES Chicago, please visit www.searchenginestrategies.com.

About Incisive Interactive Marketing LLC — A Division of Incisive Media PLC

Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.

Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, the ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.

CHICAGO – Search Engine Strategies, the Midwest’s only search marketing conference and expo, celebrates its 10th year in the Windy City later this fall. Returning to Chicago on December 8-11, 2008, at the Chicago Hilton, SES Chicago (http://www.searchenginestrategies.com/chicago) will feature an intriguing lineup of sessions and new content. A “recession special” of $600 off is in place for all who register by September 26, 2008.

This year’s event will explore hot topics such as search around the world, search advertising, universal and blended search, viral campaigns, social media optimization, plus geo-targeting and the best kept secrets in search. Led by the industry’s most notable visionaries, SES Chicago draws thousands of marketers each year, and boasts a 98 percent satisfaction rate from attendees.

Organized and hosted by search authority Kevin Ryan, SES Chicago offers up-to-the-minute, practical information that marketers can use immediately to grow their businesses through search. Seasoned practitioners and search newcomers alike will benefit from more than 60 engaging sessions geared toward attendees of all learning levels – beginners, intermediate-level marketers, and advanced professionals. The research, expertise and tactics presented by top search experts and the search engines themselves will arm attendees with actionable information they can apply to their business immediately upon leaving.

As the industry evolves exponentially, SES Chicago aims to capture the most current educational needs of attendees by incorporating fresh and exclusive content. Multiple keynotes and Orion panels add to the learning opportunity by providing attendees with insights from industry luminaries, often from outside the search realm, who bestow a well-rounded vision of search’s role in today’s marketing spectrum.

SES Chicago is followed by a full-day of search engine training sessions. These thorough workshops take place in a small classroom setting, giving attendees the opportunity to work closely with instructors, who provide the practices, applications, and hands-on exposure needed to become – and remain – a top performer in the field. In the end, attendees will not only walk away with the knowledge and skills needed to be a successful search engine marketer, but will also enhance their professional know-how by keeping their marketing acumen sharp and in tune with the latest developments in search engine marketing and optimization.

“Whether you’re looking to get organic traffic, explore the best free and paid placements, calculate the ROI of your search efforts, or be the first to hear about what’s coming next in the ever-changing world of search, SES Chicago is the place to be,” said Kevin Ryan, Vice President of Global Content for Search Engine Strategies, an Incisive Media property. “This year’s conference will be no exception, with an impressive array of renowned speakers and a stimulating educational environment.”

For more information on SES Chicago and other shows in the series, see http://searchenginestrategies.com/chicago.

About Incisive Interactive Marketing LLC — A Division of Incisive Media PLC

Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.

Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, the ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.

SAN JOSE, Calif. – Recognizing innovation in the search industry, the first annual Search Engine Strategies (SES) Awards were announced this week at Search Engine Strategies (SES) San Jose http://www.searchenginestrategies.com/sanjose). The SES conference, which wrapped up today at the San Jose Convention Center, is an international event series for online marketers, digital agencies, webmasters and corporate decision makers.

The SES Awards, presented at keynote and Orion panel sessions throughout the four-day event, celebrate the event’s 10-year anniversary and were created to inspire innovation and encourage new ideas. Judged by a panel of industry experts and the SES editorial staff, the SES Awards honor outstanding search marketers.

The 2008 SES Awards winners are:

Best Search Engine Ad Platform: LookSmart AdCenter

Search Engine with Most Relevant Search Results: Yahoo!

Most Innovative New Search Engine: YellowBot (Young & Associates)

Technology Platform Search Marketers Can’t Live Without: Enquisite (Maven Communications)

Best SEM Technology Platform for SMBs: LocalLaunch; Marchex

Most Innovative Use of Search Engine Optimization: NikeStore (Range Online Media)

Most Innovative Paid Search Campaign: SearchAdNetwork; Building Blocks for LEGO’s Paid Search Media (iCrossing)

Best Social Media Marketing Campaign: Beaches of South Walton (USDM.net)

Best Business-to-Business Search Marketing Campaign: Microsoft Small Business Center (iProspect)

Best Multi-National Search Marketing Campaign: iCrossing Integrates Global Search Campaign for LEGO

Best Use of Local Search: US Small Business Administration-Business Gateway Initiative

Best Integration of Search with Other Media: The Tudors/Showtime (Outrider)

Most Effective Use of Web Analytics: Four Seasons Hotels and Resort (Acronym Media)

Best Web Analytics Platform: Omniture

Most Advertiser-Friendly Search Engine: Matchpoint.com

Editor’s Choice: Matt Cutts, Software Engineer Guru, Google

Led by search authority Kevin Ryan, Vice President, Global Content Director, Search Engine Strategies and SearchEngineWatch.com, SES San Jose is the preeminent source of practical knowledge for search marketers.

“Innovation is the name of the game in this industry as it continues to evolve,” said Ryan. “By recognizing those who are developing extremely effective and creative work, we know we’re inspiring others to drive this industry toward excellence.”

Since 1999, SES has guided search marketers of all skill levels through the fast changing and complex world of search — the single fastest growing marketing sector. The conference provides attendees with more than 80 sessions designed for every skill level.

For additional information about the San Jose event and other conferences in the series, visit www.SearchEngineStrategies.com.

About Incisive Interactive Marketing LLC — A Division of Incisive Media PLC

Incisive Media PLC is a specialist business information provider, based in the UK with offices in North America, Hong Kong, India and Mainland China. The company’s activities are currently built around ten core industry sectors – mortgages; marketing services; financial technology; retail investment; capital markets; risk management; insurance; legal services; private equity and photography. Information is provided via a wide range of channels–in print, in person and online. Funds advised by Apax Partners, a leading global private equity group, recently completed the successful de-listing of Incisive Media from the London Stock Exchange alongside the existing management.

Incisive Interactive Marketing LLC is the marketing services division of the company and incorporates leading websites Search Engine Watch, the ClickZ Network and their associated events series including Search Engine Strategies. These properties were acquired in 2005.