“The Future of Search Marketing,” Forrester envisions a number of changes for search marketing, including more ways to search content, richer search engine interfaces and ads, and overlap with social networking and mobile devices.

1. Adobe SearchCenter+ Report Companion Guide
Adobe® and the future of search marketing
In Forrester’s paper, “The Future of Search Marketing,” Forrester envisions a number of changes for search
marketing, including more ways to search content, richer search engine interfaces and ads, and overlap with social
networking and mobile devices. Forrester also predicts that Google will expand its dominance across channels and
shake up search marketing for other engines, media firms, device manufacturers, vendors, and marketers.
To help prepare for these changes in search marketing, the following insights and resources may be of help.
With the overlapping of Social and mobile overlapping
social media and mobile
Search behavior shows that people not only go to search engines but also to social media sites like Facebook.
devices, search marketers
need to embrace these To help search marketers tap into the acquisition and targeting opportunities of Facebook, Adobe recently
new channels to fully announced the integration between Adobe SearchCenter+, powered by Omniture®, and Facebook. With this
understand their custom- integration, marketers can measure, segment, target, and optimize fans, ads, and pages.
ers’ needs.
For more details, see Adobe SearchCenter+ Announces Facebook Integration.
Increased automation
Companies are continually debuting new smart tools for search marketers. These tools automate the
management and measurement of search engine marketing (SEM) and search engine optimization (SEO).
Adobe SearchCenter+ simplifies search marketing by measuring return on ad spend and cost per acquisition
across hundreds, thousands, or millions of keywords. Adobe SearchCenter+ also automates bid management
and landing page optimization, which makes a search marketer’s job more efficient.
For more details, see Adobe SearchCenter+: Automated Bid Management and Analytics.
Landing page optimization
Searchers want landing pages that are related to their search. Forrester encourages search marketers to
collaborate with website developers to create on-site experiences that match customer intent, although ideally,
search marketers should have the ability to create and test landing pages themselves.
Adobe SearchCenter+ puts the control of landing pages in the hands of search marketing professionals who
can create a more relevant experience for customers.
For more details, see Adobe SearchCenter+: Landing Page Optimization.
Summary
The role of search marketers is continually evolving. With the overlapping of social media and mobile devices,
search marketers need to embrace these new channels to fully understand their customers’ needs. Marketers
can take advantage of new technologies to assist in optimizing these channels and connecting to their
customers. As Forrester predicts, the search marketing landscape will advance. Marketers must make the
necessary adjustments to keep up with this evolution.
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