Sergio Borzillo, head of PPC, NetBooster UK, gives his version of the the key steps to mastering a personalised digital strategy.
Learn more at http://www.netbooster.com and http://www.netbooster.co.uk
When thinking about the consumer buying behaviour, paid search plays an absolutely key role in the conversion funnel. According to Google, 70% of the world’s online purchases begin with search, which means that pretty much every single user will engage with some sort of search activity, before they commit to buy a specific product or service.
So when people actually type keywords or key-phrases into the search engine, they show intent. Intent to either buy a product or service or potentially just to look for more information about it; this has been the biggest focus of the Paid Search market to date,
but not necessarily the most effective one.
Step 1: Technology
I think the first thing a marketer should master is technology. Technology has made massive steps forward over the past 12 months. Think about Google with the Remarketing List for Search Ads or Marin with the “Audience Connect feature”.
We can now identify different audience groups and customise their approach to search according to their previous behaviour online. So this kind of approach really applies not necessarily only to existing clients, or to non-clients, but also to other audience groups like; basket abandoners, product viewers and so on. This type of technology is really changing the way search works, it is really taking it to the next level.
It is not just about identifying a target audience anymore; it is more about acting upon it
and then attracting them to you, rather than encouraging them to keep searching the web to find information from your competitors.
Step 2: Data
The second element a digital marketer should master is data. And it is not really a question whether data is available; we have plenty of data to work with and more and more will be available within the next few years. So the key question is really, how will a marketer use this data? From an ecommerce perspective, the correct use of data will lead to better segmentation and personalisation and eventually you will be able to build a much stronger rapport with your client. But, having knowledge of technology and access to data is really not enough.
If we think about Formula 1, you can have the best driver in the world but if you don’t have a good team of engineers in the background, adjusting the settings of the car according to the track requirements, you will not necessarily win. When it comes to digital, it works exactly the same way. It’s very important indeed to have a very strong PPC team, display team and affiliate team, and so on and so forth. But, it’s absolutely key to have, in its very centre, a strong and expert analytics team in order to decode information coming from the different channels and that will eventually feed all the key insights into the overall digital strategy.
So to summarise
In conclusion, my big encouragement to all marketers is not to forget why we are here.
We are here to ensure that all users find solutions to their problems, and now we have
both technology and data to understand our customers on a much deeper level.
I think it’s absolutely important to remember that we need to work as one united digital team in order to achieve this common objective.
Thank you very much for listening.
If you want to know more about audience targeting and how NetBooster can help you,
please get in touch!