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1Propr ie ta ry and Confi dent ia l
Your Website Is Worth More Money Than You
Think A guide to digital channel attribution through
the consumer decision journey.
Keith Wilson, VP Agency Products at The Search Agency
2Propr ie ta ry and Confi dent ia l
THE CONSUMER DECISION JOURNEY
Source: McKinsey and Company
• Although marketers aim to push consumers through the Consumer Decision Journey in a linear fashion, that is not always the case.
• Oftentimes, consumers
have very different experiences, are influenced by varying factors, and use a variety of tools to make their purchase decision (including multiple devices, such as televisions, desktops, tablets and smartphones). How do you measure and assign value
to every point of a consumer’s unique purchasing experience?
3Propr ie ta ry and Confi dent ia l
ApproachIt is important for marketers to stay cognizant of the many varieties of influential factors at every point of influence on the purchasing decision journey and utilize a mix of marketing tactics. The key to success lies in testing, iterations and guiding future strategy with meaningful metrics.
SEOPaid
Search Display
Social Media
Email Marketi
ng
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