Unexpected algorithm updates, an always shifting search results page, and increasingly unreliable data from search engines. How do we keep our edge in an environment that is constantly changing and largely out of our control? The answer may have been in front of us the whole time. Let's discuss how we can plan for a future of search that is private, decentralized, and ultimately silent.
As Avis Budget Group grew its cross channel plan with new social placements, changes to its display media, and increased messaging consistency, both its branded and generic search strategies also evolved. Mike Martyniuk explores how they optimized around this interdependence of search and other performance channels.
Panel: What's the Plan. Now?: Search in the New Performance Plan
As more performance channels play into and out of paid search to drive consumers towards conversion, what does the performance media plan look like now? We ask our panel of cross channel media planners to map their customer journey across search and performance and share their best practices for search+performance media plans.
The direct-to-consumer trend has both introduced waves of challenger brands in familiar categories and opened up new lower-funnel marketing opportunities for legacy brands in CPG, health and beauty and more. But the DTC companies were built on highly integrated data, digital first media, and a performance media strategy that also built brand. What can marketers new and old learn from their famous devotion to data-driven channels, micro-managing ROAS and silo-free internal organization? We ask our DTC guests to share their secrets of performance marketing mastery.
The trend of Retailers as Publishers continues to grow as new entrants and new capabilities come into the marketplace. How can marketers evaluate these opportunities in order to drive virtuous cycles of mutual benefit for their retailer partners, the shopper and their internal stakeholders? This presentation will dive into how Georgia-Pacific’s consumer business is navigating the trend, evaluating retail media opportunities on their total value and shifting internal roles to maximize the opportunity that retail media can provide.
Vitamix has found a successful channel in Amazon, but it took some planning. From product description plans and A+ detail to taking part in Prime Day and Treasure Truck promotions, Joel Milani shows and tells how Vitamix is both selling blenders and building brand.
Panel: Amazonification: Working With, In And Around An 800 Pound Gorilla
As the volume of initial product searches skyrocket on the Amazon platform, and its involvement in the performance ad ecosystem expands faster than all others, Amazon is the force to be reckoned with by everyone. So what is the "Amazon strategy?" We ask marketers working in and around this platform how they are leveraging and balancing the array of ecommerce, search and ad network channels Amazon offers. What media mixes are and aren't working here and in combination with teh rest of the search+performance plan?
Case Study: Fifth Third Bank Cashes in on Checking Account Production
In order to capture new checking accounts, banks like Fifth Third need to get into the consideration set within a tight time frame around big life events and quick decision-making. As Nick Ferrugia shows, it takes a creative search approach to capture that in-market prospect but to do so while lowering acquisition costs, growing their present value, and improving ROI.
Panel: Searching For the Next Search+Performance Stack
As search marketing becomes more real-time and dynamically tied to other platforms, the vendors and the jargon come pouring in. How are brands and their agencies vetting the tech now - building systems that address current needs and anticipate future requirements for remaining competitive? We ask marketers to share the processes they are putting in place to search for and build the future-resistant tech stack and poke through the hype.
The Avengers guide to building a performance marketing program with the right mentality, team, tactics, and tools to survive any lead apocalypse. Take a dive into some real-world examples Homes.comleverages across multiple channels to build successful and ‘soon-to-be-successful’ performance marketing programs. This lively presentation will provide a framework for almost any business to avoid likely pitfalls, crushing disappointment, and Thanos’ wrath (though that last one isn’t guaranteed for at least half the attendees.)
Presentation: Blending Keyword Strategy With Lead-Ggen in an E-Commerce environment
TE Connectivity has a multi-tiered approach to its search program, but it takes calibrating its brand, middle funnel and e-commerce efforts into an integrated whole. Peter Jobe explores how the company has aligned its keyword strategy to the buying journey and search demand curve and how bidding strategy is impacted by mapping conversion weighting to lead scoring. What does it take to balance the multiple demands of e-commerce revenue, pipeline revenue and brand?
Peter Jobe, Digital & Product Marketing Manager, TE Connectivity
Presentation: Surviving and Thriving in a Post-Merger World
Mergers and acquisitions can be an effective way to accelerate growth and achieve scale that wasn’t previously possible. They can also create unique challenges and opportunities for a marketing organization. With their latest merger finalized in Q3 2018, learn how the SEI search team is navigating ambiguity, embracing change, and surviving in their post-merger world.