Paul Smith and Matt Delaforce here at 4Ps discussed at Digital EDGEucation 2014, how to build a business case for search. Competitive advantage can be gained by listening to your customers. Search terms are a very powerful customer voice. Setting your business up to respond to what your customers are looking for is how we help our clients – not by following everyone else but by leading them.

1. 4Ps Marketing
The case for search

3. In the beginning
Word of mouth
Advertising
Yellow Pages

4. The middle
The internet changed
everything
Millions of customers could
find you
Google

6. #Today

8. #Tomorrow

10. Keyword

11. Trust

12. What to do?

15. Awareness Consideration Conversion
The problem is the case for
Search is typically made here:

17. www.johnnyiphone.com

18. So how do I create trust?

19. ? A

21. T = Q+A²

22. This is where the case for
search is made!

23. Awareness Consideration Conversion

24. Conversion
Consideration
Awareness
+ROI +££
- TRUST -
Answering
consumer
needs
+ROI+££??

27. Key Points

28. Short Term
Long Term
Medium Term