Unifying Search With Performance Media

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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