Posted on July 12th, 2007

Tonight I had the pleasure of attending my first MIMA (Minnesota Interactive Marketing Association)Event, The Future of Search: A Holistic View,” along the metropolitan shores of Lake Calhoun in Uptown-Minneapolis.

Kevin Willer, Google, Saleel Sathe, MSN AdCenter, Lee Odden, and TopRank Online Marketing. The moderator was Chris Boggs, from Avenue A Razorfish.

Saleel Sathe, MSN AdCenter, explained that in organic search some results work better on different demographic segments. He touted Microsoft adCenter features which offer advertisers demographic targeting in addition to standard Google and Yahoo fare. Given Microsoft’s recent bump in usage the demographic targeting adCenter offers may become a more important arrow in search marketers quiver. AIMCLEAR buys MS adCenter and the traffic tends to convert well once on the landing page.

Lee Odden surveys the digital assets his clients have and thinks about optimizing from the top town. He incorporates the SEO keyword ethic into all a client’s assets and takes them to a wide array of channels optimized. Lee stressed the need for recurrent content as “habit”, not just triage performed every once and a while.

All panel members stressed that it’s always a good strategy to cast a wide tactical net, thinking of each channel as a data source which needs to be marketed to and exploited. The search engines are engaged in a never-ending quest to provide the best SERPs possible. In that process it makes sense that decisions will be made (imposed) regarding what content is given prominence on SERPS. This has and could affect large swaths of advertisers who unfortunately had all their eggs in one data source basket.

As an aside, this morning Lee Odden promoted the MIMA event in Top Rank Blog along with an associated post called Holistic Search Engine Optimization. Later,

Search Engine Land highlighted Lee’s second post in The Day In Search. I was in the Cities anyway. Nice job Lee! Please accept this post as proof that your post resulted in converting me to a customer today.
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  • chris boggs

    Marty…thanks for providing this coverage, although I am disappointed you didn’t come up and introduce yourself! 🙂 I feel like we already know each other after our SEW discussions. Maybe next time. 🙂


  • Marty

    Thanks Chris,
    MIMA seems like a cool trade orginization. Your presentation was right on target for the audience…good information for novice and advanced SEM practitioners alike. I look forward to connecting.

  • Lee Odden

    Hey Marty, thanks for writing this up. It was great to finally meet you in person!

  • Paul Jahn

    We probably crossed paths yesterday and didn’t even know it 🙂 Bummer, I enjoy your blog and look forward to meeting you at a future MIMA event.

  • Marty Weintraub

    Thanks you guys. The array of talent in the room was amazing. One reason I love SEM is because of how humbling it is that way.

  • Jeff Hudson

    Marty I didn’t know you were at the event. I was keeping an eye out, as this was my first MIMA event and your blog is one of the few I know that is local to MN.

    I was really impressed with the crowd. The Minnesota SEM community is really enthusiastic and there’s a ton of talent around. Nice job Chris and Lee on the panel.

    Hope to see you at the Liffey on the 17th.

  • Marty Weintraub

    Cool Jeff,
    Let’s connect next time.

  • John Honeck

    Marty, great write up, perhaps I should get involved?