Be where consumers are looking
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Search is more than pure sales acquisition, many queries are upper in the funnel and ask the question is Search Advertising just Sales? Or could it be also Marketing? Find out more!
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Be where consumers are looking
- 1. Hello! My name is Nicolas
- 2. I’m a coffee geek
- 3. and just a geek tout court
- 4. Solvay 2005 Dedicated Research 2005 Master Bocconi 2006 Google 2007 Semetis 2009 Additionly 2012
- 5. Be Where Consumers Are Looking
- 8. 3. Online Advertising & Technology
- 9. Before
- 10. … Now
- 11. Where?
- 12. Online
- 13. I believe in the future all media will be consumed through the Internet.
- 14. INTERNET?
- 20. Search Engines are the Gateway
- 21. About 60%* of one’s website traffic * Based on Semetis internal data
- 22. 1. The Consumer is Online 2. The Consumer is Searching 3. Things are complex!
- 23. The Consumer
- 25. The Practice Multiple Digital Channels
- 27. How to better understand the consumer journey?
- 28. 1. Search Funnels 2. Multi-Channel Funnels 3. Remarketing
- 29. Concept - 1. Search Funnels Click ClickS
- 30. Conversion Paths Previously
- 31. Conversion Paths Now
- 33. Assisted Conversions 45% of Conversions are assisted* * Based on Semetis internal data
- 34. Concept - 2. Multi-Channel Funnels Visit Visitor
- 35. Conversion Paths Previously
- 36. Conversion Paths Now
- 38. Assisted Conversions 60% of Conversions are assisted* * Based on Semetis internal data
- 39. Attribution Modeling Previously €€€
- 40. Attribution Modeling Now €€€
- 41. Concept - 3. Remarketing
- 42. CRM Advertising
- 43. People who saw a category A page these last 30 days but didn’t convert People who visited the website these last 14 days but didn’t convert People who added a product to their shopping cart these last 7 days but didn’t convert …
- 44. Multi Digital Channels How did Remarketing Perform? Assisted Conversions Last Click Assisted/Last Click 98 10 9,80
- 45. Multi Digital Channels Conversion Path
- 46. Challenges
- 47. From Sales to Marketing Search = Marketing Search = Direct marketing
- 48. From Sales to Marketing KPI’s Clicks Clicks share Last Clicks Assist + Last Clicks Last Visits Assist + Last Visits