Check out Clark Boyd's presentation from the 2022 Neil Patel Traffic & Growth Summit. Technology is allowing people to express the full complexity of their decision-making process. Consumers chang devices and they change their minds. How can we use a framework to model this complexity, in a useful way? And what role does search marketing play? The presentation covers: The role of search marketing in the customer journey Frameworks for understanding the new customer journey How Search interacts with Social Media to deliver omnichannel marketing campaigns EI + AI: Combining superpowers for even better results How you can develop your skills to prepare for the future of search

1. July 26 - 27, 2022
| Traffic & Growth |
Search &The
New Customer
Journey
Virtual Summit
The keys to success in the new world of digital marketing.

2. Confidential, All Rights Reserved #
Expert Advisor - Columbia
Business School, Digital
Marketing Institute
Clark Boyd
About Clark Boyd
Clark Boyd is a search marketing expert. He
led agencies in London and New York
before working with elite universities to
create and deliver new Masters programs.
He has implemented global strategies for
companies including adidas and American
Express. Clark also delivers keynote
speeches at events worldwide.
Today, he is an Expert Advisor and Mentor
at Columbia Business School.
Sign up to Clark’s hi, tech. newsletter!
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Our Agenda
The role of search marketing in the customer journey
Frameworks for understanding the new customer journey
How Search interacts with Social to deliver omnichannel
campaigns
EI + AI: Combining superpowers for even better results
How you can develop your skills to prepare for the future of
search
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Today’s Key Lessons
The customer journey is
complex, but structured.
Search marketing is about
Brand & Performance
Today’s marketer needs a
new skill set to succeed.

5. The New
Customer
Journey
Frameworks & Tactics

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↓
Take A
Moment
Think about a purchase you
made recently.
Did you do any research before you made the
purchase?
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77K+
Searches on
Google every
second.
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Touchpoints in
the average
search
purchase
journey.
68%
Of web traffic
comes from
SEO, PPC, or a
combination of
the two.
69%
Of consumers use
search to evaluate
before making an
online purchase.
The Changing Search Journey
Source

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What is a customer journey?
A customer journey is a consumer-centric marketing
model that maps out the typical steps a customer
takes on the path towards a purchase.
How relevant is this in the digital age?

11. Consumers don’t have the attention
span of goldfish.
But they do have very low tolerance
for bad content and a poor user
experience!

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The Customer Journey is Considered
84% of people say they will
purchase from a brand
that provides helpful
information when they’re
exploring options

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In The Olden Days (Well, the 2010s)
Display
and Social
for initial
awareness
Then the customer expresses
interest through Search

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In The Olden Days (Well, the 2010s)
Remarketing nurtures
leads through the
Evaluation stage And when the customer
is ready to purchase,
Paid Search excels

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Clark Boyd
Digital Marketing Institute
The false dichotomy
between Brand and
Performance leads us to
miss Search
opportunities
“
Words from the Author
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Non-brand query:
“dog clothes”
Multimedia results mean more
opportunities to connect with
consumers. Search is not just about
converting leads from other
channels
Tip: Use relevant, optimized
images on your ecommerce pages
to qualify for these snippets
Search is A Full-Funnel Experience Today

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From Inspiration to
Purchase, Without
Leaving the SERP
Multimodal search combines text and images
to understand true user intent.
Then the user can pay through Google
Shopping.
This makes search a multimedia, interactive
experience.

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Google Now Competes with Social Networks

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How Can Marketers Respond?
The customer journey is unpredictable, it is non-linear,
and it occurs across multiple channels and devices.
So are the old frameworks still relevant?
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A Structured Approach Reveals Bottlenecks

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With Clear Measurement to Add Context
But we must go further! What is it that moves the customer through these stages?
What are they trying to get done when they research or buy our products?

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Customer-Centric Frameworks Reveal Motivations

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Stage 1 Stage 2 Stage 3 Stage 4
Customer Actions
Google Search: ‘dog
grooming’
Browsing on social
media, watches an
influencer video
Reads Google
reviews for two
grooming salons
Selects closest
groomer with small
dog experience and
good reviews, fair
price.
Needs
Opportunities
Pain Points
Metrics
Impressions
Clicks
CTR
Watch time
Likes
Follows
Enquiries
Bookings
Sales
Repeat sales
Revenue
Profit

25. The New
Ad
Formats
Content that cuts through

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Multiplier effect
Performance Max Campaigns

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Marketers Still Play A Pivotal Role

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Web Analytics Mobile App Site Search Sales Data
Digital Advertising Loyalty Social Listening Customer Service
What Data Can You Use?

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And PMax Campaigns Create New Insights

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AI Can Only Work with the Inputs We Provide

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https://digitalmarketinginstitute.com/resources/toolkits/content-and-channel-matrix-template

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Advertisers have 68%
higher revenue per
conversion from their
search campaigns when
they are managed
together with social
advertising campaigns.

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37. The New
Division of
Labor
Emotional Intelligence
+
Artificial Intelligence

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The Choice Paradox

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The Choice Paradox

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AI:
Highly Specialized
Humans:
Highly Specific

44. AI is astonishing:
It can detect signs of
dementia from just one
brain scan…

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But it Thinks A Bald Man’s Head is A Soccer Ball…

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Content related to brand-personality (humor, emotion) is associated with higher levels of
consumer engagement (likes, comments, shares).
Directly informative content (mentions of price and deals) is associated with lower levels
of engagement when included in messages in isolation, but higher engagement levels
when provided in combination with brand-personality related attributes.
Human Insights Are More Important Than Ever
(Lee et al., 2019 - Management Science)

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Remarketing study
Watch 3+ videos; subscribe
to YT channel
Click on product page; sign
up to newsletter
Purchase razor

49. The New
Skill Set
Preparing for the
future of marketing

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https://digitalmarketinginstitute.com/resources/ebooks/the-marketing-evolution

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Online Search Marketing Course
(Professional Diploma)
With Neil Patel
Develop the skills to work in search right now. Learn about
search engine optimization, paid search, and digital display
advertising, along with the latest platforms including Google
Ads, Microsoft Ads (Bing Ads), and Google Analytics 4.
Study using a dynamic mix of interactive lessons, videos, and
downloadable tools, along with live sessions on the latest trends
and channels.
You’ll be awarded with a DMI search marketing certification
that’s recognized globally, along with a completion badge
from Neil Patel.

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Why Certify
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Certification allows you to show off your new skills. It proves your commitment to
building knowledge and keeping up to date.
Recognized globally, DMI certification opens doors and creates opportunities.
1. 68% of DMI graduates say certification helped them get a promotion
2. 62% say certification was a reason for their salary increase, with an
average increase of 27%
3. 38% got a new role in digital marketing or changed their career path

54. Follow me for more: @ClarkBoyd
https://www.linkedin.com/in/clark-boyd-digital/
https://hitech.substack.com/