Unifying Search With Performance Media
Matt Bullas
Board Advisor, Investor, Consultant & Non-Executive Director | Drum Top 50 Most Influential Individuals | SEO Agency & Organic Team of the Year, 2020 and 2021 | Former CEO of Click Consult Ltd (2003 – 2021)
Video & Presentation Slides From the Benchmark Search Conference brought to you by Click Consult
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Summary
- Deconstruct digital silos and use audience data as the glue that ties them together
- The advertising world is increasingly complex – consumers have shifted their media time away from traditional avenues towards digital channels
- They have forever altered the way organisations and marketers need to interact with their target audiences
- Buyer journeys are fragmented. When making a purchase, consumers can use, for example, 10 sources of information spanning multiple channels over the course of 20-30 days
- Search and social remain the top two most important channelsfor influencing buying decisions
- Focus on acquiring customers across multiple channels > tailor a bespoke strategy to the needs of that consumer, not to the generic channel
- Search touches + social touches = better performance (customers are more valuable)
- “65% of online revenue comes from purchases with touch points across multiple channels” *Google, 2012
- Use the strengths of each channel to reach the right customer at the right time
- Focus your efforts on cross-channel audience activation > capture/build/activate and engage
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