On October 19, Search Engine Watch will host The Transformation of Search Summit[1] in New York City, in partnership with ClickZ and Catalyst.
Dedicated to the key trends affecting consumer behavior and search marketing today, this 1-day event will provide a host of insights and practical tips for business leaders, senior marketers and search specialists.
Speakers include:
The importance of search as a medium for connecting with consumers cannot be understated, and the facts certainly substantiate this:
- Over $90 billion was spent on search advertising in the US in 2017
- 93% of online journeys begin with a search engine
- 96% of Google’s annual revenues come from search ads.
And yet, pinning down exactly what search is can be a difficult endeavor. In essence, search arises at moments of need or desire; when people want to know, do, or go, they reach out to a search engine.
These moments are increasingly fragmented across devices at home, at work, and on the go.
While the commercial opportunity that search provides is rising, it is no longer a text-only medium and Google is seeing some competition from the likes of Amazon and Pinterest. Many voice-based searches do not involve a screen, while visual search uses images as an input to deliver results.
The underlying nature of search remains constant; people want answers or suggestions and brands compete to provide them.
However, marketers must keep pace with these developments and acquire new skills if they want to deliver the experiences the modern consumer demands.
The pace of change in search is only accelerating over time, and those who do not evolve in line with the industry will be left behind.
The Transformation of Search Summit, which