8. 8@GyiTsakalakis @DFWSEM #StateofSearch
*Source: Google/Ipsos MediaCT/Purchased, Research: Understanding Consumers’ Local Search Behavior, May 2014.
Respondents were screened on smartphone usage and purchase behavior.
16. 16
90% of all U.S. retail sales
occur within physical
stores.
@GyiTsakalakis @DFWSEM #StateofSearch
17. 17
Google search interest in "near me"
has increased 34X since 2011 and
nearly doubled since last year. The
vast majority come from mobile—80%
in Q4 2014.
@GyiTsakalakis @DFWSEM #StateofSearch
28. 28
"an approach to achieving the objectives of
a marketing campaign through a well-
coordinated use of different
promotional methods that are intended to
reinforce each other. "
American Association of Advertising
Agencies (also 4A's) in 1989, defining IMC
as:
@GyiTsakalakis @DFWSEM #StateofSearch
29. 29
2009: “Integrated marketing is the
combination of marketing tactics to help
deliver one marketing strategy and more
quickly build know, like and trust.”
– John Jantsch (@ducttape)
@GyiTsakalakis @DFWSEM #StateofSearch
http://goo.gl/lz3WL7
30. 30@GyiTsakalakis @DFWSEM #StateofSearch
Mobile has changed what we expect of
brands. It’s fractured the consumer journey
into hundreds of real-time, intent-
driven micro-moments.
2015: Micro-Moments
https://goo.gl/Ts49NV
33. REMARKETING LISTS FOR
SEARCH ADS
Remarketing lists for search ads (RLSA) is a feature that lets you
customize your search ads campaign for people who have
previously visited your site, and tailor your bids and ads to these
visitors when they're searching on Google.
33
https://support.google.com/adwords/answer/2701222
@GyiTsakalakis @DFWSEM #StateofSearch
34. CUSTOM AUDIENCES
Custom Audiences let you reach customers you already know with ads on Facebook. You
can upload a list of email addresses or phone numbers of at least 20 people and we'll
deliver your ad to those people if they're on Facebook. You can also build audiences from
the people that visit your website or from people who use your mobile app.
34
https://www.facebook.com/business/help/341425252616329
@GyiTsakalakis @DFWSEM #StateofSearch
35. CUSTOMER MATCH
Customer Match lets you upload a list of email addresses that your customers
have given you, and, when they're signed into Google Search, YouTube, or
Gmail, you can show them ads. This article explains the steps you need to
follow to create and manage your lists, along with the requirements.
35@GyiTsakalakis @DFWSEM #StateofSearch
https://support.google.com/adwords/answer/6276125
Goals: 1. Fun 2. Bend the spoon – Conceptual changes 3. Time for some action – Tactics / Examples 4. Questions?
We get stuck in the funnel mindset with our campaigns.
When it happens, it’s good. But…
It doesn’t happen like that… Consumer journeys don’t fit into our nice clean funnels.
I amar prestar aen - The world is changed.
The more things change, the more they stay the same.
Mobile has forever changed the way we live, and it’s forever changed what we expect of brands. It’s fractured the consumer journey into hundreds of real-time, intent-driven micro-moments. Each one is a critical opportunity for brands to shape our decisions and preferences.
