For a decade we have been stuck in the rut of trying to measure and pay for only the last touch in our marketing efforts, whether it is PPC, email, or any channel. Many marketers have lost sight of the power of being there when a customer first begins to build desire and awareness, because they have been unable to place direct value on it.
Fortunately the tools and rules have changed. With advanced data analysis, we can now measure the true impact of the top of funnel influence that digital has on other channels. And using that, you can grow the size of your last touch programs.
Why is this critical today? Because many are finding the ability to grow their search program is limited by the finite number of relevant searches performed. And it’s gotten too competitive out there to leave any money on the table.
After a decade of focusing on the last interaction with web visitors, it’s time to focus on the first and middle interactions to continuously fill your conversion funnel.
The best way to start is to go after an audience before it is searching. So, let’s get busy adapting PPC strategies into Social and Display Marketing — and learn how to use the right tools to measure for success.
Please register now for this event. It will be held in Nashua, NH, and then a week later in Connecticut. Please choose whichever option is more convenient for you.
(B) Thursday, December 6, 2012
6:00 – Badge pickup
6:30 – 7:30 Reception
7:30 – 9:00 Presentation followed by Q&A
Sheraton, Rocky Hill, CT (formerly the Marriott)
This presentation will be given in both locations. When registering, please choose the date and location you prefer.
About Michael Briggs
Mike leads the teams of search, social and mobile marketing strategists @Website Publicity. Previously the company’s Vice President of Search Strategies, Mike heads up the development of proprietary search technology products to support client success in the rapidly expanding media of search, display, social and mobile channels.
With a dozen years of experience in planning, executing, and tracking search engine marketing campaigns for a wide range of clients, Mike not only researches the fast-changing landscape in search, social and mobile advertising, but continuously tests for new opportunities. This allows his teams to keep clients like Yankee Candle Company, DR Power and American Meadows ahead of the curve in the most competitive markets.
Formerly a research biologist for the University of Massachusetts, Mike brings his love of data analysis to his work in SEM. He writes and speaks frequently on the importance of connecting the marketing dots with analytics and is a repeat presenter to industry conferences including NEMOA, NEDMA and the Vermont/New Hampshire Marketing Group.