Moderator: James Hawkins, Group Head of Search, dgm Presenters: Mahesh Murthy, CEO, Pinstorm Farah S

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Moderator James Hawkins, Group Head of
Search, dgmPresentersMahesh Murthy, CEO,
Pinstorm Farah Sadiq, VP - Online Strategy,
AcronymEric Hsu, Senior Manager, Business
Development, Yahoo! Search Marketing SEA
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Discussion Points

• Overview of Local Global Search (panelists
  definitions)
• Step 1 Define your objectives
• Step 2 Develop the framework to execute those
  objectives
• Discussion Issues
• - Do you need to have local offices for each
  country or does a regional hub work?
• - Are the Search Engines providing an
  acceptable level of service in this region or
  are they relying on resellers/ Agencies to do the
  hard work in educating the market?

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The 10 Commandments

• Local and Global Search

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The near-obligatory were so great slide

• 4 years old, 135 people
• Asias leading integrated digital agency
• Bombay, Delhi, Singapore, KL, Beijing, Silicon
  Valley
• Full-service creative and media
• SEM, SEO, Display, SMO, Virals, Communities,
  Widgets
• And we dont charge for any of this
• Purely pay-for-performance no commissions, no
  retainers
• Independent, employee-owned, unaffiliated
• Profitable
• Technology-driven 30 engineers
• SEM, SEO, Banner, SMO technologies, Tracking
• Handle Microsoft, Yahoo, HSBC, Swissotel, Disney

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1. search will move from cpc to cpl / cpa

• Local Engines will have to wake up stop
  delivering low-value / fraudulent clicks.

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2. agencies will move reluctantly from
commissions and fees to performance pay

• Agency models and salaries will come under
  threat.

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3. winners will first win the organic war.

• OCAT

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4. winners will find gaps where others arent
present.

• Competitive Analysis Tools

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Spend Competitive Analysis Tool
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5. bidding systems will grow beyond 2002

• Google-like versus Overture-like

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6. engines that make payments easy will win.

• Cheques, Money Orders, Advance payments will
  become things of the past.

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7. google will threaten local search with trends

• Search, Display buying will change
• Centrally bought remotely

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8. winners will go beyond engines to landing pages

• Perfect Landings

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9. engines that help agencies be creative will
win.

• LiveContext
• LiveBanners

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10. these commandments will be re-written in the
next 2 years.

• Japan, Korea, China will integrate into global
  search trends.

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Thanks!mahesh_at_pinstorm.com