The document discusses search marketing and advertising strategies. It notes that while search is still a major driver of conversions, it only answers existing demand. An effective strategy uses multiple channels like search, social media, display and video across devices to both generate new demand and collect existing demand. Managing the right media and metrics matrix is important to maximize efficiency and returns.
3. But let’s look at advertising as a whole
(just for a second…)
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
4. Standard Marketing Funnel
Branding
Drive Awareness
Opinion
Consideration
Preference
Purchase
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
5. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
6. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
7. Advertising Concepts
To Inform To Convince To Relate
• 1950’s to late •1990’s till •2005 to date.
1990’s ~2005
• Inform •Convince •Create a mutual
consumers on Consumers your relationship with
your product consumers
product is better
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
8. Search is a super interesting
consumer behavior
And must dealt as one (not only) behavior
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
9. This is my typical day at the office..
9:00 am
8:00 am What’s on the
Read my FB news?
Feed
10:00 am
5:00 pm SMS
4:00 pm
Read through Research on B2B
6:00 pm some industry Marketing
Spend some websites
time on my
facebook
7:30 pm Where are my
friends?
Waze my way to
a restaurant
10:30 pm
Search Google
and place a lead
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
10. Search will always be a huge driver
for high quality conversions
But Search only
answers existing demand
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
12. The Solution is Multi Channel
Mobile
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
13. Media Efficiency Pyramid
High
Cost
Premium
Display
Demand
Contextual Generation
Retargeting &
Audience Display
Demand Social
Collection
Paid Search
Low
Cost
Organic Search
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
14. Media, Metrics – Matrix!!
Search Social Display Video
Desktop
• Organic • Fan Base • Premium • Premium
• Paid • Engagement • Exchange • Networks
Tablet • ROI • Contextual
• Audience
• Retargeting
Mobile
Ad Serving, Analytics , Testing & Optimization
Rev
CPM CPC CPL CPS
Share
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044
15. Key Takeaways
Search is Still Key Driver
We are now on a multi-screen environment
We need to create demand
Do Search, but don’t remember marketing 101
Manage your Media and Metrics Matrix
http://www.usearch.co.il
Ophir Cohen, CEO
Universal McCann Search
ophirc@usearch.co.il
+972-52-4466044