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2014-11-13日に開催された「Search Summit 2014」。
通称ササミに参加してきました。
公式サイト：http://searchsummit.jp/
内容はWebマーケティングの「Search」に関わる部分にフォーカスし、それぞれの第一人者とも呼べる方やHOTな方のパネルディスカッションや登壇という濃い内容。
驚きの速度でリアルタイムレポートが「バカに毛が生えたブログ」さまの方にまとめられていたので、私から多くは語ることはありませんが、広告に携わって3年近くになり一つの節目として非常に勉強になり、楽しい体験となりました。
目次
スマホの普及・行動様式の変化
2014年、モバイル端末が人口の7割程度まで普及・一般化しました。
その背景において、一番影響が大きいのは「Cookie問題と行動の多様化」だと私は考えています。
iPhoneのデフォルトブラウザ・SafariではデフォルトでCookieが無効設定になっています。
この設定により、Cookieを埋め込んで計測をしている
- 各種リターゲティング広告
- 広告コンバージョンビーコン
をはじめとした、様々な機能が正常に機能しなくなります。
さらに、スマホで調べてPCで買う。など購買に至るまでの購入経路・行動の多様化により、より計測しづらい状況となりました。
そうして旧来の広告が苦しめられている中、勢力を格段に伸ばしてきているのが「Facebook」です。
1アカウントに紐づくことでトラッキング出来るFacebook広告
Cookieはブラウザや端末そのものに依存しますが、Facebookのようなアカウントでユーザを判別している場合は、スマートフォンやPCなど端末やブラウザをまたいでのコンバージョンも測定することが可能です。
マルチデバイス時代において、このような要因が「Search is Dead」などと呼ばれる一因かもしれません。
本当に「Searchは死んだ」のか？
私個人の思想。そしてSearchSummitの内容をまとめると「死んでいない」。
人がモノを探す行為、それは絶対になくならない
そうアナグラムの阿部さんが話していました。
私自身、強くそう感じます。
Webが一般化して20年、我々はものすごいスピードで旧来にはなかったものと出会い、吸収をしています。
そしてそのような情報を取得しやすい環境になればなるほど知識欲は増えていき、検索という行動は増えていくと考えています。
確かにテクノロジーの変遷に伴い、プラットフォームの交代はあるかもしれません。
が、本当に大切なのは
「誰に 何を いつ どのようにして届けるか」
という基本原則を大切にし、より良いモノを届けていく精神を常に磨き続けることかと思います。
追記：公式スライドをご紹介
実際、イベントで使用されていたスライドがSlideshareにアップされていましたので、ご紹介します。