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How to Build a Business Case for Search

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Information about How to Build a Business Case for Search
Business & Mgmt

Published on March 10, 2014

Author: 4PsMarketing

Source: slideshare.net

Description

Paul Smith and Matt Delaforce here at 4Ps discussed at Digital EDGEucation 2014, how to build a business case for search. Competitive advantage can be gained by listening to your customers. Search terms are a very powerful customer voice. Setting your business up to respond to what your customers are looking for is how we help our clients – not by following everyone else but by leading them.
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4Ps Marketing The case for search

In the beginning Word of mouth Advertising Yellow Pages

The middle The internet changed everything Millions of customers could find you Google

#Today

#Tomorrow

Keyword

Trust

What to do?

Awareness Consideration Conversion The problem is the case for Search is typically made here:

www.johnnyiphone.com

So how do I create trust?

? A

T = Q+A²

This is where the case for search is made!

Awareness Consideration Conversion

Conversion Consideration Awareness +ROI +££ - TRUST - Answering consumer needs +ROI+££??

Key Points

Short Term Long Term Medium Term

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