Search Marketing: Highlights from SMX East

Adam Smartschan

Partner & Chief Strategy Officer

The Search Marketing Expo (SMX) is the best national digital marketing conference, and I attended SMX East in New York earlier this month.

I spent most of my time in advanced search marketing sessions, plumbing the depths of topics such as quality scores, conversion optimization, remarketing, and bid testing.

But there were some bigger-picture takeaways that can benefit anyone interested in pumping up their sales and site traffic with digital marketing.

  • Search is still growing rapidly, and is more heavily used than ever. Average searches per day on Google – which has 67% of the search market – are at 4.7 billion per day, up from 3.6 billion per day (a 31% increase) from last year.
  • In this difficult economy, marketers are watching their spending more carefully than ever. They are cutting back on some types of promotions, but overall spending for search marketing will grow by a whopping 27% this year, compared to last.
  • Marketers are increasingly using “remarketing,” which is the ability to show text or display ads on other sites to users who have visited your site. It provides a way to keep your message in front of prospects, and to reach customers across the entire buying cycle. Remarketing improves sales and/or lead generation response rates, and Altitude offers remarketing in all of its search campaign setups.
  • The increasing use of mobile devices, such as smartphones and iPads, to access the internet leaves marketers with choices: should you build a mobile app, mobile landing pages, or “responsive design” landing pages? At Altitude, we can help you decide.
  • The search engines are effectively killing manipulative, spammy organic search engine optimization (SEO) techniques. If you don’t have a strong content and PR strategy, you won’t contend for page 1.
Adam Smartschan

Adam Smartschan heads Altitude's strategic marketing and branding efforts. An award-winning writer and editor by trade in a former life, he now specializes in data analytics, search engine optimization, digital advertising strategy, conversion rate optimization and technical integrations. He holds numerous industry certifications and is a frequent speaker on topics around B2B marketing strategy and SEO.
Adam graduated from Northeastern University in Boston in 2007. He grew up in Pennsylvania's Lehigh Valley, just miles down the road from Altitude's headquarters in Emmaus, Pennsylvania.