June 2009
David Temple, Neo@Ogilvy’s Regional Head of Search, has been appointed Chairman of the Singapore branch of the Search Engine Marketing Professional Organisation (SEMPO).
A global non-profit organisation, SEMPO aims to grow awareness of the search marketing business through strong industry ties, providing education, generating research, and promoting a better understanding of search and its role in marketing. Its education and outreach initiatives are funded in part by big technology names like Google, Yahoo! and Microsoft, among others.
Talking about the pivotal role search marketing plays in today’s volatile business landscape, David Temple says, “When companies look at different ways of increasing sales, the Internet usually comes first and search engine marketing is seen as a leading channel. Even in a recession, people search the web and the results of search engine marketing are extremely measurable, providing more detailed tracking than almost any other medium.”
He also explains that Google and Yahoo! sites combine to capture the majority of search share in the Asia-Pacific region. However, it is interesting to note that five of the top 10 search properties are regional or local search engines, including China's Baidu.com and Korea's NHN Corporation (Naver.com) as cited by comScore.
Adds David, “Search is a ‘pull’ media as opposed to the traditional ‘push’ media like print, radio and television. When people are looking for services or products, they typically turn to a search engine first. The amazing growth of Internet users in Asia means that more and more people are coming online and using search engines, which provides a great opportunity for companies to get those products and services in front of people actively seeking them.”
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