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.
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.
Consumer-first marketing, privacy, looming regulation, the digital-to-real-world-connection, voice computing, the return to branding. The simple search box needs to adjust to an increasingly complex, heated and more integrated marketing environment. What new tactics and approaches will bring the most tried, tested, accountable channel in digital forward as it evolves in the coming years? At the Spring edition of the Search Insider Summit, we explore how the best search media buyers are adjusting their search, data, integration and measurement tactics for a new world outside the query box.
Search increasingly influences more decisions with help from artificial intelligence, machine learning and mobile, which have become the foundation for some of the most powerful tools in advertising and marketing. The programmatic technology and signals based on millions, if not billions, of data points assist in creating personalized text- and image-based experiences across search engines, retail, brand, and publisher sites.