Check out Clark Boyd's presentation from the 2022 Neil Patel Traffic & Growth Summit.
Technology is allowing people to express the full complexity of their decision-making process.
Consumers chang devices and they change their minds.
How can we use a framework to model this complexity, in a useful way? And what role does search marketing play?
The presentation covers:
The role of search marketing in the customer journey
Frameworks for understanding the new customer journey
How Search interacts with Social Media to deliver omnichannel marketing campaigns
EI + AI: Combining superpowers for even better results
How you can develop your skills to prepare for the future of search
Emeritus Insights Live - AI & Business Strategy - 20th Apr 2023.pdfClark Boyd
What You Will Learn –
Understand the current landscape of AI in business and why now is the opportune moment to integrate AI into your organization.
Delve into the pros and cons of generative AI, exploring its potential benefits and drawbacks in various business applications.
Gain insights into real-life examples and case studies of businesses that have successfully integrated AI into their strategies, and learn from their experiences and outcomes.
Acquire the knowledge and tools necessary to analyze your company's readiness and potential for AI integration, taking into account your unique business context and objectives.
Explore future trends and developments in AI technology.
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
Omnichannel Marketing: A Straight Talking GuideClark Boyd
Omnichannel marketing is an increasingly popular topic in digital marketing today.
And it is easy to see why: Customers expect to reach brands across different channels, both online and offline, and receive a consistent experience. An omnichannel strategy makes a brand fit-for-purpose for today's world, ready to delight customers.
The topic is still poorly understood, however. In this presentation, we will pin down the definition of omnichannel marketing before working through a blueprint that any brand can put into practice.
Unichannel, multichannel, omnichannel: What are the key differences?
Omnichannel and the customer journey
The 5 key components of an omnichannel strategy
Customer data
Technology
Partners
User experience
Measurement
How to create an omnichannel blueprint for your company
Data Visualization: A Marketing Superpower - Clark BoydClark Boyd
Digital marketers have plenty of data. Understanding and communicating all that data is the real challenge.
Marketers that master data visualization will be highly valuable in future. This presentation walks you through the best practices and a 4-step process for simpler, more effective data visualizations.
American Marketing Assocation 2021 Marketing Week - Clark Boyd KeynoteClark Boyd
The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way.
In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.
Discovery-Driven Digital Transformation - clark boyd 2021Clark Boyd
Digital transformation is amorphous for most of us. Is it about technology? Culture? Business models? New skills?
In reality, digital transformation will mean something different to every business. But that means a lot of important details slip through the cracks.
This presentation aims to add some shape to the digital transformation process with the discovery-driven methodology proposed by Rita McGrath at Columbia University Business School.
Digitalise your SME business: Digital marketing for the Covid/post-Covid eraClark Boyd
SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.
This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.
Visual Search - Digital Marketing Institute, June 2020 - Clark BoydClark Boyd
Pinterest, Google, Facebook, and Amazon are all investing heavily in visual search technology.
In future, we will have a virtual wardrobe and these huge companies can act as our personal, AI stylists.
For now, consumers are getting used to shopping with visual search.
In this presentation, we'll cover:
- What is visual search?
- Why does visual search matter?
- How are people using visual search today?
- How can marketers start to engage their audience through images?
- Looking ahead: What Google, Facebook, and Amazon visual search will look like in future.
Emeritus Insights Live - AI & Business Strategy - 20th Apr 2023.pdfClark Boyd
What You Will Learn –
Understand the current landscape of AI in business and why now is the opportune moment to integrate AI into your organization.
Delve into the pros and cons of generative AI, exploring its potential benefits and drawbacks in various business applications.
Gain insights into real-life examples and case studies of businesses that have successfully integrated AI into their strategies, and learn from their experiences and outcomes.
Acquire the knowledge and tools necessary to analyze your company's readiness and potential for AI integration, taking into account your unique business context and objectives.
Explore future trends and developments in AI technology.
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
Omnichannel Marketing: A Straight Talking GuideClark Boyd
Omnichannel marketing is an increasingly popular topic in digital marketing today.
And it is easy to see why: Customers expect to reach brands across different channels, both online and offline, and receive a consistent experience. An omnichannel strategy makes a brand fit-for-purpose for today's world, ready to delight customers.
The topic is still poorly understood, however. In this presentation, we will pin down the definition of omnichannel marketing before working through a blueprint that any brand can put into practice.
Unichannel, multichannel, omnichannel: What are the key differences?
Omnichannel and the customer journey
The 5 key components of an omnichannel strategy
Customer data
Technology
Partners
User experience
Measurement
How to create an omnichannel blueprint for your company
Data Visualization: A Marketing Superpower - Clark BoydClark Boyd
Digital marketers have plenty of data. Understanding and communicating all that data is the real challenge.
Marketers that master data visualization will be highly valuable in future. This presentation walks you through the best practices and a 4-step process for simpler, more effective data visualizations.
American Marketing Assocation 2021 Marketing Week - Clark Boyd KeynoteClark Boyd
The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way.
In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.
Discovery-Driven Digital Transformation - clark boyd 2021Clark Boyd
Digital transformation is amorphous for most of us. Is it about technology? Culture? Business models? New skills?
In reality, digital transformation will mean something different to every business. But that means a lot of important details slip through the cracks.
This presentation aims to add some shape to the digital transformation process with the discovery-driven methodology proposed by Rita McGrath at Columbia University Business School.
Digitalise your SME business: Digital marketing for the Covid/post-Covid eraClark Boyd
SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.
This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.
Visual Search - Digital Marketing Institute, June 2020 - Clark BoydClark Boyd
Pinterest, Google, Facebook, and Amazon are all investing heavily in visual search technology.
In future, we will have a virtual wardrobe and these huge companies can act as our personal, AI stylists.
For now, consumers are getting used to shopping with visual search.
In this presentation, we'll cover:
- What is visual search?
- Why does visual search matter?
- How are people using visual search today?
- How can marketers start to engage their audience through images?
- Looking ahead: What Google, Facebook, and Amazon visual search will look like in future.
The social media landscape is all-encompassing today. We view our lives through a lens and these social networks decide what we see.
TikTok, Instagram, YouTube, and many others vie for our precious attention. What are we to make of this?
This presentation covers:
- Why we use social media.
- The established Western platforms: Facebook, Instagram, YouTube, Pinterest, Twitter.
- The rising challengers: TikTok, Byte.
- Changing engagements: What does success look like?
- 4 predictions for the future.
Google looks a lot more colourful these days. In fact, it is starting to look a lot like Pinterest.
How does this affect our search journeys? And what does that mean for the SEO industry?
Let's take a look.
Google Discovery Ads allow brands to reach their audience across YouTube, Gmail, and Discover with mobile-friendly, visual content.
This extends the reach of Google Ads into the 'inspiration' phase of the consumer journey that Facebook and other social networks dominate.
But how do Google Discovery Ads work? This short, snappy guide will get you up to speed.
What is it that makes people trust social media influencers?
Why are we persuaded to buy products by people we don't know?
The essence of influence is hard to pin down, but it is important if we want to understand how modern social media operates.
Predictive Analytics: How it Can Revolutionize Retail Marketing StrategyClark Boyd
Predictive analytics is at the core of machine learning applications in the retail industry. By using historical data, retailers can calculate lifetime value, optimize inventory, and even identify new product opportunities.
This presentation looks at how predictive analytics can be applied, using the example of Nike.
This document summarizes 15 visions for future cities from 1800 to 2015, including floating cities, underwater cities, domed cities, and a city on the moon. Some of the earlier concepts include a floating balloon city over France (1800), a planned utopia around Niagara Falls (1894), and visions of aerial or underwater cities from the 1900 Paris World Exhibition. More recent ideas encompass decentralized cities (1935), floating cities above Paris (1960s), a domed Manhattan (1960s), redeveloping Tokyo Bay (1960), and semi-submerged structures in East London (2014).
What Is Machine Learning? And, How Can I Use It For Digital Marketing?Clark Boyd
Machine learning is a subset of artificial intelligence that can learn from vast data sets, make accurate predictions, and even take decisions. That makes it a hugely powerful tool for digital marketing, along with other area of technology. In particular, machine learning can deliver better performance through remarketing.
This presentation covers:
- What is machine learning?
- How can machine learning deliver better marketing results?
- What is remarketing?
- How do machine learning and remarketing work together?
Columbia Business School Webinar - Marketing in the Age of AssistanceClark Boyd
Google, Amazon, Apple, Facebook, Microsoft, and many others, are all vying to be our digital assistant of choice.
This webinar (for Columbia Business School and Emeritus Institute of Management) presentation seeks to answer the following questions:
- Why are digital assistants such a big business priority for the world's biggest technology companies?
- Who uses this technology today, and what for?
- What are the challenges for this industry?
- How can companies use digital assistants to connect with their audience?
- What's next for Google and Amazon?
Google I/O 2019: 5 Google Lens Announcements from Day OneClark Boyd
Google Lens can now help users decide what to order at a restaurant by showing pictures and reviews of dishes from a menu. It can also automatically translate text into over 100 languages simply by pointing the camera. Recipes come to life through augmented reality by overlaying instructions on top of printed recipes. Google Lens is also available through Google Go to allow visually impaired users to access information simply by listening to text read aloud. Finally, Google is working to incorporate augmented reality into visual search results to allow users to interact with objects like shoes in 3D.
Digital Marketing Institute Webinar - Voice Search - April 25 2019 Clark Boyd
There has been a lot of hype about voice search, but this can distract brands from the real opportunities that this new technology provides.
As people talk to their devices in increasing numbers, brands need to listen and they need to respond effectively. Simply producing another FAQ page will not be sufficient as consumer expectations continue to rise.
This webinar will cover the following topics:
- Current voice search trends.
- Voice search myths.
- Tactics to increase voice search traffic today.
- How to prepare for the future of voice search..
InOrbit 2019 - The Global Role of Voice Search - Clark BoydClark Boyd
We hear a lot of hype about voice search, but how is it really changing the way consumers and brands interact? Is it creating new behaviors, or merely facilitating existing ones through a new medium?
This session will aim to go beyond the hype to look at the role voice search plays in different territories, with a clear view on what brands can do differently to achieve better results.
Pint-sized Marketing Meetup (Learn Inbound), Dublin - Jan 24 2019 - The Death...Clark Boyd
The Death of 'SEO Content' - Dublin, January 2019
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
This talk will look at how businesses can inject some personality into their content without losing their SEO rankings.
How to merge brand and performance marketing through contentClark Boyd
In the modern consumer journey, there are dozens of interactions with a brand before a purchase is made. Brands must therefore ensure that their messaging is consistent in tone and tailored to the consumer's needs at each stage. This presentation looks at how to do this across social media, SEO, and paid search.
The state of marketing measurement, attribution and data managementClark Boyd
This presentation will reveal exclusive new findings from a survey of leading marketers, including:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement from Fospha
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
The first objective of this report is to
pinpoint exactly what we mean by ‘digital
transformation’ and understand the reasons
why it is often misunderstood.
With a clear definition in mind, we move
forward to reveal the ways in which
digital transformation is changing modern
businesses. These changes run the full
spectrum from the conceptual to the
practical, in line with the broad range of
changes we are seeing.
Key findings:
Only 53% of businesses
have a formalized digital
transformation plan.
72% of employees are not
satisfied with the digital
training they receive.
44% of survey respondents
cited data analysis as the
most important skill to
invest in.
64% of respondents say
their role has changed
considerably in the last
5 years.
Only 35% say there is a
plan in place to help them
develop the skills they
need.
This search marketing presentation covers the following:
The history of speech recognition technology
Where we are today
The key players
Who uses digital assistants, and what for?
How big is the voice search opportunity, really?
How does this affect digital strategy?
Brand case studies
Tips to avail of digital assistants today
Predictions and summary
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
2018 Holiday Season: Digital Advertising Trends - ClickZ/KenshooClark Boyd
In partnership with Kenshoo, ClickZ presents 'Digital Advertising Trends for the 2018 Holiday Season', a comprehensive
report based on a survey of more than 300 marketers identifying
specifically where brands will be spending, how this
spending differs from last year’s, and what new media formats are being utilized.
Within this report, we will delve beyond the surface
of product announcements to see what advertisers are
really prioritizing in their holiday spending plans.
The social media landscape is all-encompassing today. We view our lives through a lens and these social networks decide what we see.
TikTok, Instagram, YouTube, and many others vie for our precious attention. What are we to make of this?
This presentation covers:
- Why we use social media.
- The established Western platforms: Facebook, Instagram, YouTube, Pinterest, Twitter.
- The rising challengers: TikTok, Byte.
- Changing engagements: What does success look like?
- 4 predictions for the future.
Google looks a lot more colourful these days. In fact, it is starting to look a lot like Pinterest.
How does this affect our search journeys? And what does that mean for the SEO industry?
Let's take a look.
Google Discovery Ads allow brands to reach their audience across YouTube, Gmail, and Discover with mobile-friendly, visual content.
This extends the reach of Google Ads into the 'inspiration' phase of the consumer journey that Facebook and other social networks dominate.
But how do Google Discovery Ads work? This short, snappy guide will get you up to speed.
What is it that makes people trust social media influencers?
Why are we persuaded to buy products by people we don't know?
The essence of influence is hard to pin down, but it is important if we want to understand how modern social media operates.
Predictive Analytics: How it Can Revolutionize Retail Marketing StrategyClark Boyd
Predictive analytics is at the core of machine learning applications in the retail industry. By using historical data, retailers can calculate lifetime value, optimize inventory, and even identify new product opportunities.
This presentation looks at how predictive analytics can be applied, using the example of Nike.
This document summarizes 15 visions for future cities from 1800 to 2015, including floating cities, underwater cities, domed cities, and a city on the moon. Some of the earlier concepts include a floating balloon city over France (1800), a planned utopia around Niagara Falls (1894), and visions of aerial or underwater cities from the 1900 Paris World Exhibition. More recent ideas encompass decentralized cities (1935), floating cities above Paris (1960s), a domed Manhattan (1960s), redeveloping Tokyo Bay (1960), and semi-submerged structures in East London (2014).
What Is Machine Learning? And, How Can I Use It For Digital Marketing?Clark Boyd
Machine learning is a subset of artificial intelligence that can learn from vast data sets, make accurate predictions, and even take decisions. That makes it a hugely powerful tool for digital marketing, along with other area of technology. In particular, machine learning can deliver better performance through remarketing.
This presentation covers:
- What is machine learning?
- How can machine learning deliver better marketing results?
- What is remarketing?
- How do machine learning and remarketing work together?
Columbia Business School Webinar - Marketing in the Age of AssistanceClark Boyd
Google, Amazon, Apple, Facebook, Microsoft, and many others, are all vying to be our digital assistant of choice.
This webinar (for Columbia Business School and Emeritus Institute of Management) presentation seeks to answer the following questions:
- Why are digital assistants such a big business priority for the world's biggest technology companies?
- Who uses this technology today, and what for?
- What are the challenges for this industry?
- How can companies use digital assistants to connect with their audience?
- What's next for Google and Amazon?
Google I/O 2019: 5 Google Lens Announcements from Day OneClark Boyd
Google Lens can now help users decide what to order at a restaurant by showing pictures and reviews of dishes from a menu. It can also automatically translate text into over 100 languages simply by pointing the camera. Recipes come to life through augmented reality by overlaying instructions on top of printed recipes. Google Lens is also available through Google Go to allow visually impaired users to access information simply by listening to text read aloud. Finally, Google is working to incorporate augmented reality into visual search results to allow users to interact with objects like shoes in 3D.
Digital Marketing Institute Webinar - Voice Search - April 25 2019 Clark Boyd
There has been a lot of hype about voice search, but this can distract brands from the real opportunities that this new technology provides.
As people talk to their devices in increasing numbers, brands need to listen and they need to respond effectively. Simply producing another FAQ page will not be sufficient as consumer expectations continue to rise.
This webinar will cover the following topics:
- Current voice search trends.
- Voice search myths.
- Tactics to increase voice search traffic today.
- How to prepare for the future of voice search..
InOrbit 2019 - The Global Role of Voice Search - Clark BoydClark Boyd
We hear a lot of hype about voice search, but how is it really changing the way consumers and brands interact? Is it creating new behaviors, or merely facilitating existing ones through a new medium?
This session will aim to go beyond the hype to look at the role voice search plays in different territories, with a clear view on what brands can do differently to achieve better results.
Pint-sized Marketing Meetup (Learn Inbound), Dublin - Jan 24 2019 - The Death...Clark Boyd
The Death of 'SEO Content' - Dublin, January 2019
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
This talk will look at how businesses can inject some personality into their content without losing their SEO rankings.
How to merge brand and performance marketing through contentClark Boyd
In the modern consumer journey, there are dozens of interactions with a brand before a purchase is made. Brands must therefore ensure that their messaging is consistent in tone and tailored to the consumer's needs at each stage. This presentation looks at how to do this across social media, SEO, and paid search.
The state of marketing measurement, attribution and data managementClark Boyd
This presentation will reveal exclusive new findings from a survey of leading marketers, including:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement from Fospha
The world's biggest businesses go into forensic detail in their branding strategies. And yet, their landing pages show no sign of these carefully crafted brand voices.
As we move into a more sophisticated era of search, simply stringing keywords together with a few prepositions will no longer suffice.
With voice and visual search on the rise, the SEO industry is in danger of being left behind in the content space. The branding specialists will take over if we don't up our game.
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
The first objective of this report is to
pinpoint exactly what we mean by ‘digital
transformation’ and understand the reasons
why it is often misunderstood.
With a clear definition in mind, we move
forward to reveal the ways in which
digital transformation is changing modern
businesses. These changes run the full
spectrum from the conceptual to the
practical, in line with the broad range of
changes we are seeing.
Key findings:
Only 53% of businesses
have a formalized digital
transformation plan.
72% of employees are not
satisfied with the digital
training they receive.
44% of survey respondents
cited data analysis as the
most important skill to
invest in.
64% of respondents say
their role has changed
considerably in the last
5 years.
Only 35% say there is a
plan in place to help them
develop the skills they
need.
This search marketing presentation covers the following:
The history of speech recognition technology
Where we are today
The key players
Who uses digital assistants, and what for?
How big is the voice search opportunity, really?
How does this affect digital strategy?
Brand case studies
Tips to avail of digital assistants today
Predictions and summary
Digital Marketing Trends: 2018 Holiday Season - ClickZ/KenshooClark Boyd
Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
2018 Holiday Season: Digital Advertising Trends - ClickZ/KenshooClark Boyd
In partnership with Kenshoo, ClickZ presents 'Digital Advertising Trends for the 2018 Holiday Season', a comprehensive
report based on a survey of more than 300 marketers identifying
specifically where brands will be spending, how this
spending differs from last year’s, and what new media formats are being utilized.
Within this report, we will delve beyond the surface
of product announcements to see what advertisers are
really prioritizing in their holiday spending plans.
2018 Holiday Season: Digital Advertising Trends - ClickZ/Kenshoo
Clark Boyd - Neil Patel Traffic & Growth VIRTUAL SUMMIT - July 26-27, 2022
1. July 26 - 27, 2022
| Traffic & Growth |
Search &The
New Customer
Journey
Virtual Summit
The keys to success in the new world of digital marketing.
2. Confidential, All Rights Reserved #
Expert Advisor - Columbia
Business School, Digital
Marketing Institute
Clark Boyd
About Clark Boyd
Clark Boyd is a search marketing expert. He
led agencies in London and New York
before working with elite universities to
create and deliver new Masters programs.
He has implemented global strategies for
companies including adidas and American
Express. Clark also delivers keynote
speeches at events worldwide.
Today, he is an Expert Advisor and Mentor
at Columbia Business School.
Sign up to Clark’s hi, tech. newsletter!
02
3. Confidential, All Rights Reserved #
Our Agenda
The role of search marketing in the customer journey
Frameworks for understanding the new customer journey
How Search interacts with Social to deliver omnichannel
campaigns
EI + AI: Combining superpowers for even better results
How you can develop your skills to prepare for the future of
search
03
4. Confidential, All Rights Reserved #
Today’s Key Lessons
The customer journey is
complex, but structured.
Search marketing is about
Brand & Performance
Today’s marketer needs a
new skill set to succeed.
6. #
Confidential, All Rights Reserved #
↓
Take A
Moment
Think about a purchase you
made recently.
Did you do any research before you made the
purchase?
06
7.
8. Confidential, All Rights Reserved #
77K+
Searches on
Google every
second.
6
Touchpoints in
the average
search
purchase
journey.
68%
Of web traffic
comes from
SEO, PPC, or a
combination of
the two.
69%
Of consumers use
search to evaluate
before making an
online purchase.
The Changing Search Journey
Source
9. #
Confidential, All Rights Reserved #
↓
What is a customer journey?
A customer journey is a consumer-centric marketing
model that maps out the typical steps a customer
takes on the path towards a purchase.
How relevant is this in the digital age?
10.
11. Consumers don’t have the attention
span of goldfish.
But they do have very low tolerance
for bad content and a poor user
experience!
12. Confidential, All Rights Reserved #
The Customer Journey is Considered
84% of people say they will
purchase from a brand
that provides helpful
information when they’re
exploring options
13. Confidential, All Rights Reserved #
In The Olden Days (Well, the 2010s)
Display
and Social
for initial
awareness
Then the customer expresses
interest through Search
14. Confidential, All Rights Reserved #
In The Olden Days (Well, the 2010s)
Remarketing nurtures
leads through the
Evaluation stage And when the customer
is ready to purchase,
Paid Search excels
16. Confidential, All Rights Reserved #
Clark Boyd
Digital Marketing Institute
The false dichotomy
between Brand and
Performance leads us to
miss Search
opportunities
“
Words from the Author
16
17. Confidential, All Rights Reserved #
Non-brand query:
“dog clothes”
Multimedia results mean more
opportunities to connect with
consumers. Search is not just about
converting leads from other
channels
Tip: Use relevant, optimized
images on your ecommerce pages
to qualify for these snippets
Search is A Full-Funnel Experience Today
18. Confidential, All Rights Reserved #
From Inspiration to
Purchase, Without
Leaving the SERP
Multimodal search combines text and images
to understand true user intent.
Then the user can pay through Google
Shopping.
This makes search a multimedia, interactive
experience.
20. #
Confidential, All Rights Reserved #
↓
How Can Marketers Respond?
The customer journey is unpredictable, it is non-linear,
and it occurs across multiple channels and devices.
So are the old frameworks still relevant?
20
22. Confidential, All Rights Reserved #
With Clear Measurement to Add Context
But we must go further! What is it that moves the customer through these stages?
What are they trying to get done when they research or buy our products?
24. Confidential, All Rights Reserved #
Stage 1 Stage 2 Stage 3 Stage 4
Customer Actions
Google Search: ‘dog
grooming’
Browsing on social
media, watches an
influencer video
Reads Google
reviews for two
grooming salons
Selects closest
groomer with small
dog experience and
good reviews, fair
price.
Needs
Opportunities
Pain Points
Metrics
Impressions
Clicks
CTR
Watch time
Likes
Follows
Enquiries
Bookings
Sales
Repeat sales
Revenue
Profit
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Web Analytics Mobile App Site Search Sales Data
Digital Advertising Loyalty Social Listening Customer Service
What Data Can You Use?
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Advertisers have 68%
higher revenue per
conversion from their
search campaigns when
they are managed
together with social
advertising campaigns.
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Content related to brand-personality (humor, emotion) is associated with higher levels of
consumer engagement (likes, comments, shares).
Directly informative content (mentions of price and deals) is associated with lower levels
of engagement when included in messages in isolation, but higher engagement levels
when provided in combination with brand-personality related attributes.
Human Insights Are More Important Than Ever
(Lee et al., 2019 - Management Science)
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Remarketing study
Watch 3+ videos; subscribe
to YT channel
Click on product page; sign
up to newsletter
Purchase razor
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51.
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Online Search Marketing Course
(Professional Diploma)
With Neil Patel
Develop the skills to work in search right now. Learn about
search engine optimization, paid search, and digital display
advertising, along with the latest platforms including Google
Ads, Microsoft Ads (Bing Ads), and Google Analytics 4.
Study using a dynamic mix of interactive lessons, videos, and
downloadable tools, along with live sessions on the latest trends
and channels.
You’ll be awarded with a DMI search marketing certification
that’s recognized globally, along with a completion badge
from Neil Patel.
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Why Certify
53
Certification allows you to show off your new skills. It proves your commitment to
building knowledge and keeping up to date.
Recognized globally, DMI certification opens doors and creates opportunities.
1. 68% of DMI graduates say certification helped them get a promotion
2. 62% say certification was a reason for their salary increase, with an
average increase of 27%
3. 38% got a new role in digital marketing or changed their career path
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