Search and social signals Buzz: building cross-channel tracking strategies

A lot of customers to purchase begins with the complex , stops , impact , and feedback is the way . Touchpoints in the buying process difficult ( ever more important) for marketers to make meaningful connections , different channels can spread .
To see the full picture , marketers have known where such interest , commitment , and social search where there is , as is necessary to leverage channels . Programs to enable their integration step . An improved cross- channel strategy to grow financial growing their flowers are used to require the same type of TLC .
Like flowers , focus digital channels , with a bit of pruning and cross- pollination can thrive . Online advertising marketers need bees - a standout signal channel and understand how to apply them to another , looking for signals that drive consumer activity , our campaign figures swarming the .
Who sits on the intersection of search and social, as a marketer , in many of the world's top brands, a well -informed cross- channel strategies to realize positive results benefited. Search and Social have different approaches , but they have a strong impact on each other . The exact nature of the marketer , customer , product , vertical , the situation depends on many other variables , but these powerful channels marketers some of the most consistent signal should be aware of .

Search Signals

Demand . The original intent of the searcher types into the search engine is a very clear window . Search for black rain boots , so it then I 'm not interested in a pair of sandals or tennis shoes will be clear .

Branded vs. non- branded terms . For example, go back to my rain boots . Hunter rain boots as opposed to a generic term , like a brand name , but look , I have a particular brand preference prompts . I have a specific brand by searching for a specific product ? I find it more than a reflection of my intentions , becomes .
Device. Search query as to how a person might as saying . Your laptop or desktop to your mobile phone against black rain boots your question seems to perform . This change in the device indicates the local goal . Purchase and now I 'm interested in trying on a pair , or rain storms can trigger immediate need me to be .
Behavioral data. Information collected through cookies, marketers seeking to purchase actions and to provide insight into the way consumers can help piece together . In black rain boots looking for a specific brand advertising (PLA ) list clicked on a product that a marketer , to understand , then two days later on the same brand name search , optimization and evaluation of actions it is important to . Such a unique way to transform a customer what he or she responds to messages telling insights , which can display instruments and so much more .

Social Signals

Interests . In social advertising , the most readily available signals based on users' social activities and interests are declared . Facebook , for example , (such as age, sex , marital status ) as a user's personal profile information , interests and engagement with brand pages to target specific audiences can be used .
Likes , re- tweets , and comments (oh my! ) . To amplify earned media activity in the market for a high performance brands can be an excellent indicator of the messages . This increase audience engagement with the high organic Posts will produce similar results that are expected .
of hashtags . It marks the day of the hot topics to see what is trending and # help or , more importantly , the community managers and the overall activities of the social content strategy used to inform and discuss specific topics that can be used to enable marketers to track .
Connections. It 's all about who you know . Your online connection is at the center of your social graph . A fan , follower , or tapping into a network of influencer 's reach quickly a brand can grow and expand .

Let the Cross-Pollination Begin

Placement . Device type and the signal can be forced local search , since society find ways to use statistics . Discount coupons for in-store shopping social promotions that offer local search in order to trigger set . Experience, creating a closed loop channel activity tied together .
Retargeting. A cookie is data that comes into play here . Remarket to customers across channels to leverage user -level data . Social for Facebook Exchange (FBX) and represents a great opportunity for retargeting and SEM campaigns of PLA intelligence can be improved by layering . Advanced technology platform automatically on Google are the best performing products for the Facebook ads , search ads based on demand and form an intent signal can drive .
Keyword expansion. Better social programs, identify the audience . Some new paid search keywords that likes to test the sparks of inspiration or interest is a pattern ? The same thing goes for hashtags , much more engaged audience on a specific topic , subject or keywords in the ad copy that can be leveraged by considering how .
Multi-touch attribution . Purchase decisions are generally made ​​in a moment , but with a brand or product and communicate the various stages are not . As marketers , our goal in this process is to make an impact at every touchpoint , and then place an ad or keyword is very important to understand the role and how they relate to each other . For example , some of your Facebook ads are not immediately lead to conversion , but as an introduction or an influencer can play an important role . Updating the budget and bids , and each ad for each channel to ensure proper credit .