Search 2.0 Master Report

Search 2.0: Navigating the SEO & SEM landscape

Internet Entrepreneur and author Marc Ostrofsky says relevance is a search engine’s holy grail. “People want results that are closely connected to their queries.” That pretty much sums up the direction in which search marketing is headed.

And as digital marketing budgets grow, search’s share will continue to soar. The fourth annual Marketing Budgets Report 2013, published by Econsultancy and sponsored by Responsys, states that the percentage of companies planning to invest in cross-channel has grown year-on-year, demonstrating the increasing importance of an integrated marketing strategy. For the full piece on navigating the SEO & SEM landscape, click here.

What is the difference Between SEO and SEM?

Each year, the fields of SEO and SEM grow more similar. Paid and unpaid listings now look more alike than ever. The “quality” requirements for both SEO and SEM content have become closer. Both fields now require skill sets in technology and content to succeed. So, while SEO and SEM comes closer together, truly integrated campaigns are now held back by marketers. Marketers have been fed too many myths. For the full piece on the difference between SEO and SEM, click here.

How to boost overall Search performance

Half the world’s population now has access to the internet and nearly 90% of them find sites through search engines. An ideal part of a search campaign to start with is by defining the words and phrases necessary to attract relevant visitors to your site.

Not only will it yield substantial returns on investment, but it is also vital to keep budgets in check. As a search expert, here are a few things to bear in mind that will help boost your search ad results. For the full piece on how to boost overall search performance, click here.

Search 2.0: Case Study – MyanmarBurma.com

Myanmar (Burma) recently emerged as one of the hottest new destinations in the Southeast Asia travel space. Almost overnight, a new political openness, rich history and a natural beauty, combined with pent-up tourism demand, made it a “must see” destination for international tourists. For the full article on how it pushed itself through search, click here.

Search 2.0: Case study – Bupa

For more than three decades, Bupa has grown to be the largest medical insurer in Hong Kong, known for its quality services and expertise in health insurance.

To both consumers and business, e-commerce plays an important part in the market nowadays as it becomes one of the most important channels to stay competitive in an ever-changing market. Hence, Bupa proactively uses search engine as a key channel to support its e-commerce growth. For the full article on how it pushed itself through search, click here.

Search 2.0: Case study – Malaysia Airlines

Flag carrier Malaysia Airlines (MAS) is a global airline and one of Southeast Asia’s original air travel pioneers. But by 2011, the airline was facing strong headwinds: despite posting record revenues, Malaysia Airlines was also logging net losses of close to USD $1 billion (USD $800 million). Facing stiff competition from regional budget upstarts, Malaysia Airlines decided to turn the business around by re-aligning the sales distribution strategy with an emphasis towards expanding on-line direct to consumer selling. For the full article on how it pushed itself through search, click here.