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How to Build a Business Case for Search


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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.

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How to Build a Business Case for Search

  1. 1. 4Ps Marketing The case for search
  2. 2. In the beginning Word of mouth Advertising Yellow Pages
  3. 3. The middle The internet changed everything Millions of customers could find you Google
  4. 4. #Today
  5. 5. #Tomorrow
  6. 6. Keyword
  7. 7. Trust
  8. 8. What to do?
  9. 9. Awareness Consideration Conversion The problem is the case for Search is typically made here:
  10. 10.
  11. 11. So how do I create trust?
  12. 12. ? A
  13. 13. T = Q+A²
  14. 14. This is where the case for search is made!
  15. 15. Awareness Consideration Conversion
  16. 16. Conversion Consideration Awareness +ROI +££ - TRUST - Answering consumer needs +ROI+££??
  17. 17. Key Points
  18. 18. Short Term Long Term Medium Term