• Save
Be where consumers are looking
Upcoming SlideShare
Loading in...5
×
 

Be where consumers are looking

on

  • 363 views

Search is more than pure sales acquisition, many queries are upper in the funnel and ask the question is Search Advertising just Sales? Or could it be also Marketing? Find out more!

Search is more than pure sales acquisition, many queries are upper in the funnel and ask the question is Search Advertising just Sales? Or could it be also Marketing? Find out more!

Statistics

Views

Total Views
363
Slideshare-icon Views on SlideShare
363
Embed Views
0

Actions

Likes
0
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Be where consumers are looking Be where consumers are looking Presentation Transcript

    • Hello! My name is Nicolas
    • I’m a coffee geek
    • and just a geek tout court
    • Solvay 2005Dedicated Research 2005Master Bocconi 2006Google 2007Semetis 2009Additionly 2012
    • Be Where Consumers Are Looking
    • 1. The Consumer
    • 2. The Marketeer
    • 3. Online Advertising & Technology
    • Before
    • … Now
    • Where?
    • Online
    • I believe in thefuture all media will beconsumed through theInternet.
    • INTERNET?
    • Computers + Mobile
    • Multiple ScreensSource: Google/Ipsos/Sterling, 2012
    • Search Engines are the Gateway
    • About 60%* of one’s website traffic* Based on Semetis internal data
    • 1. The Consumer is Online2. The Consumer is Searching3. Things are complex!
    • The Consumer
    • The PracticeMultiple Screens
    • The PracticeMultiple Digital Channels
    • How to better understand theconsumer journey?
    • 1. Search Funnels2. Multi-Channel Funnels3. Remarketing
    • Concept - 1. Search Funnels Click ClickS
    • Conversion Paths Previously
    • Conversion Paths Now
    • Assisted Conversions
    • Assisted Conversions 45% of Conversions are assisted** Based on Semetis internal data
    • Concept - 2. Multi-Channel Funnels Visit Visitor
    • Conversion Paths Previously
    • Conversion Paths Now
    • Assisted Conversions
    • Assisted Conversions 60% of Conversions are assisted** Based on Semetis internal data
    • Attribution Modeling Previously €€€
    • Attribution Modeling Now €€€
    • Concept - 3. Remarketing
    • CRMAdvertising
    • People who saw a category A page these last 30 days but didn’t convertPeople who visited the website these last 14 days but didn’t convertPeople who added a product to their shopping cart these last 7 days but didn’t convert …
    • Multi Digital ChannelsHow did Remarketing Perform?Assisted Conversions Last Click Assisted/Last Click 98 10 9,80
    • Multi Digital ChannelsConversion Path
    • Challenges
    • From Sales to Marketing Search = Marketing Search = Direct marketing
    • From Sales to MarketingKPI’sClicks Clicks share Last Clicks Assist + Last ClicksLast Visits Assist + Last Visits
    • To Business Intelligence