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Google chief introduces advertising's 'Mad Men' of tomorrow

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By The Drum Team, Editorial

March 23, 2011 | 3 min read

The world of advertising is changing fast. Now John Nicoletti of Google identfies members of the current team who will have an even bigger role to play in the future. Are they the new 'Mad Men"?

John Nicoletti, head of agency development at Google, says Search Engine Marketers, or SEMs, might be advertising's 'Mad Men' of tomorrow."Over the past decade, search engine marketers have emerged as the masterminds behind effective search advertising,"says Nicoletti, writing in Ad Age magazine. "When traditional marketers struggled to understand how search fitted into a market campaign, SEMs utilised their results-oriented DNA and panache for data to guide traditional marketers through the search frontier."Nicoletti said we now stood at another horizon: "The onset of new digital forms, such as display, mobile, social and video, is promising -- but these new channels are only adding to the challenges of running marketing campaigns in today's digital world. "Again traditional marketers are faced with the challenge of harnessing massive but complex opportunity."If the past is any indication of the future, I anticipate that SEMs will again guide marketers to success." Nicoletti suggests that, if that is the case, these search artists need a facelift and a name change. "Could that group that so often stands in the background of a marketing summit really be the next generation of Mad Men? They just might be! The SEMs are tech-savvy and hardwired to lead the charge in developing and measuring multi-channel online campaigns."
He urged marketing executives to consider the number-crunching capabilities of their SEMs in building effective integrated digital campaigns. "In fact, think of SEMs as your handy GPS device for navigating the rapidly expanding digital superhighway."To SEMs he said," With the quick rise of online advertising, you possess the technical toolkit necessary for success in the digital world." "Everyone is going mobile. In 2011, we'll see more smartphones ship than PCs in the U.S."He pointed out in his article that nearly 80% of sites are not yet mobile-enabled. "For smartphone users, that's like watching TV in black and white," he said."Cue the SEMs who might just be the leading mobile website builders and mobile app developers of tomorrow."
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