• This presentation will demonstrate the necessity of integrating SEO and SEM and managing each channel successfully through all stages of the customer’s journey. Moreover, through case studies, this presentation will clearly show that either channel cannot successfully perform independent of the other.
• This session will also illustrate how brands should position themselves throughout the customer’s journey and appropriate strategies for each stage.
• Now that Google has completely encrypted their natural search conversion data and Yahoo is soon to follow, the methodology of measurement has completely changed. This presentation will also provide new methods of strategic analysis with Term Not Provided at 100%. In addition to SEO and SEM integration, additional strategies for integration with PLAs, display and social media will be covered.
• A case study demonstrating the lift cross-channel integration can provide will also be shared.