How to Build a Business Case for Search
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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.
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How to Build a Business Case for Search
- 1. 4Ps Marketing The case for search
- 3. In the beginning Word of mouth Advertising Yellow Pages
- 4. The middle The internet changed everything Millions of customers could find you Google
- 6. #Today
- 8. #Tomorrow
- 10. Keyword
- 11. Trust
- 12. What to do?
- 15. Awareness Consideration Conversion The problem is the case for Search is typically made here:
- 18. So how do I create trust?
- 19. ? A
- 21. T = Q+A²
- 22. This is where the case for search is made!
- 24. Conversion Consideration Awareness +ROI +££ - TRUST - Answering consumer needs +ROI+££??
- 27. Key Points
- 28. Short Term Long Term Medium Term