how to build a business case for search
DESCRIPTION
Paul Smith and Matt Delaforce here at 4Ps discussed at Digital EDGEucation 2014, how to build a business case for search. Competitive advantage can be gained by listening to your customers. Search terms are a very powerful customer voice. Setting your business up to respond to what your customers are looking for is how we help our clients – not by following everyone else but by leading them.TRANSCRIPT
4Ps Marketing
The case for search
In the beginning
Word of mouth
AdvertisingYellow Pages
The middle
The internet changed
everything
Millions of customers could
find youGoogle
#Today
#Tomorrow
Keyword
Trust
What to do?
Awareness Consideration Conversion
The problem is the case for Search is typically made here:
www.johnnyiphone.com
So how do I create trust?
? A
T = Q+A ²
This is where the case for search is made!
Awareness Consideration Conversion
Conversion
Consideration
Awareness
+ROI +££
- TRUST -
Answering consumer
needs+ROI+££??
Key Points
Short Term
Long Term
Medium Term