Charleston, SC - May 18 - 21, 2022

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The Search and the Performance Revolution

Search engine marketing is the original, and most accountable,  “performance” marketing vehicle in digital. But today, those disciplines and data are interwoven with all of the many channels where consumers flag their intent, and marketers can close the loop and track the customer journey all the way to the final sale. From Social and Native advertising to content marketing and e-commerce advertising, Search is now at the head of a table of performance-oriented media that must target, track and work together to complete a customer’s journey.

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Beyond the Search Box

Most customer journeys begin and end with some form of Search. Nowadays, a staggering volume of data goes into “Pre-Search”, as marketers front-load first, second, and third-party data to get a better idea of prospective audiences before they’ve typed anything into the Search Box. However, with disparate platforms and their walled gardens in mind, what happens between that first Search and last touchpoint along the journey—“Post Search”—comes down to how brands and their partners move prospects down the conversion funnel. 

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