Why CMOs need to look at search

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Synopsis

Most CMOs know search is an integral part of any media plan in today’s digital world, but its power remains largely untapped. Sargi Mann, VP director of search marketing at Carat, explains how search can provide unparalleled global scale, rich insights into potential customers, and a real-time look at what matters most to them.

Unparalleled scale

Studies from research indicates that brands should capitalize on what’s behind the search box: an audience, one that actively reveals a vast array of interests, intentions and curiosities.

Rich consumer insights

Observations through our studies indicate that every search trend, keyword pattern and data point is rich with cultural nuances and consumer preferences.

Accelerate Success

Based on research and our findings, search’s real-time nature arms CMOs with essential agility to cope with the constantly shifting landscape while still enabling innovation and invention.

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