Be where consumers are looking

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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!

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Be where consumers are looking

  1. 1. Hello! My name is Nicolas
  2. 2. I’m a coffee geek
  3. 3. and just a geek tout court
  4. 4. Solvay 2005Dedicated Research 2005Master Bocconi 2006Google 2007Semetis 2009Additionly 2012
  5. 5. Be Where Consumers Are Looking
  6. 6. 1. The Consumer
  7. 7. 2. The Marketeer
  8. 8. 3. Online Advertising & Technology
  9. 9. Before
  10. 10. … Now
  11. 11. Where?
  12. 12. Online
  13. 13. I believe in thefuture all media will beconsumed through theInternet.
  14. 14. INTERNET?
  15. 15. Computers + Mobile
  16. 16. Multiple ScreensSource: Google/Ipsos/Sterling, 2012
  17. 17. Search Engines are the Gateway
  18. 18. About 60%* of one’s website traffic* Based on Semetis internal data
  19. 19. 1. The Consumer is Online2. The Consumer is Searching3. Things are complex!
  20. 20. The Consumer
  21. 21. The PracticeMultiple Screens
  22. 22. The PracticeMultiple Digital Channels
  23. 23. How to better understand theconsumer journey?
  24. 24. 1. Search Funnels2. Multi-Channel Funnels3. Remarketing
  25. 25. Concept - 1. Search Funnels Click ClickS
  26. 26. Conversion Paths Previously
  27. 27. Conversion Paths Now
  28. 28. Assisted Conversions
  29. 29. Assisted Conversions 45% of Conversions are assisted** Based on Semetis internal data
  30. 30. Concept - 2. Multi-Channel Funnels Visit Visitor
  31. 31. Conversion Paths Previously
  32. 32. Conversion Paths Now
  33. 33. Assisted Conversions
  34. 34. Assisted Conversions 60% of Conversions are assisted** Based on Semetis internal data
  35. 35. Attribution Modeling Previously €€€
  36. 36. Attribution Modeling Now €€€
  37. 37. Concept - 3. Remarketing
  38. 38. CRMAdvertising
  39. 39. 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 …
  40. 40. Multi Digital ChannelsHow did Remarketing Perform?Assisted Conversions Last Click Assisted/Last Click 98 10 9,80
  41. 41. Multi Digital ChannelsConversion Path
  42. 42. Challenges
  43. 43. From Sales to Marketing Search = Marketing Search = Direct marketing
  44. 44. From Sales to MarketingKPI’sClicks Clicks share Last Clicks Assist + Last ClicksLast Visits Assist + Last Visits
  45. 45. To Business Intelligence

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