My presentation about the evolution of the search landscape and market in Italy, that followed a presentation of SEMPO at SMX Madrid 2008.

1. TARGET EUROPA / ITALIA
Massimo Burgio
SEMPO Board of Directors
SMX MADRID – MAY 2008
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

2. SHOPPING
SOCIAL SEARCH
ONLINE PR ENGINES
VIDEO SEARCH
PAY-PER-CLICK ORGANIC SEO
BID STRATEGY
MOBILE SEARCH
WEB ANALYTICS
LINK BUILDING SEARCH
INTEGRATION
BEHAVIORAL
CONTEXTUAL
RSS FEEDS BLOGGING
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

3. SEMPO IN EUROPE
• SEMPO UK, SEMPO Scandinavia, SEMPO Espana, SEMPO Italia,
SEMPO CEE (Central Eastern Europe) already launched
• SEMPO France, SEMPO Germany, SEMPO Netherlands, SEMPO
Belgium on their way
• Overall/pan-European partnerships with leading industry events
(SMX, SES, ad:tech), search engines / publishers, and other
professional organizations (IAB, DMA, local organizations)
• Pan-European initiatives: EU research, EU roadshow
SES NY SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY

4. SEMPO IN ITALY
• SEMPO Italy – Italian SEMPO Working Group just launched
• Partner of top search/interactive events/players – Search
Marketing Forum, Media 2.0 Expo, Roma Caput Media, SES
Milan + IAB Italia, AssoComunicazione, WAA Italia
• SEMPO Italia and social networks (Facebook, LinkedIn, Xing)
• Local contribution and boost to SEMPO Europe initiatives
(European research, pan-European SEMPO events)
SES NY SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY
2008 – SEARCH AROUND THE WORLD - EUROPE/ITALY

5. SEARCH LANDSCAPE IN ITALY
• no big revelations… Google rules
• Yahoo!/MSN follow
• Virgilio/Alice (TIM)
• big publishers portals (Kataweb Group, RCS, RAI)
• AdWords, Adwords, adwords… and AdSense
• Panama follows but doesn’t catch-up yet
• MIVA disappeared
• advertisers test other contextual PPC options (Facebook)
• advertisers use search strategies to engage in social media
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

6. SEARCH MARKET STATUS IN ITALY
• interactive agencies
à move towards 2.0, but forget SEO basics
• media centers
à still sell search marketing as bulk advertising
• in-house teams
à focus on SEO, but lack training and resources
• search marketing agencies
à pro services, service fee bottleneck
• Google sales team
à top competitor in the paid search arena
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

7. SEARCH/MARKET EVOLUTION IN ITALY
• SEO = ROC = MAO = SMO
• SERP ranking = blogs + social media
• universal search = social search
• PPC = lead acquisition
• high internet penetration /search awareness = video / web TV
• mobile ready users = mobile campaigns
• social media networks = social media marketing
• profiled targeting = integrated campaigns
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY

8. THANK YOU / GRACIAS!
MASSIMO BURGIO
massimo.burgio@gmail.com
sempo.org
sempoglobalsearchblog.com
SMX MADRID 2008 – GLOBAL SEARCH: EUROPE/ITALY