In our latest interview series, we’re sitting down with some of our specialists, for a quick Q&A on business updates and to review new developments in the marketing industry. This time we caught up with one of Incubeta DQ&A’s Search Specialists, Greg Mackenzie, to discuss how various stages of the Digital Maturity Scale can apply to businesses’ approach to paid search.
Throughout the short session, we explore:
Here we identify the differences between a Nascent and Connected search strategy, for both lead gen and e-commerce advertisers. In labelling the 2, it’s possible to see the steps a business can take to mature from one end of the scale to the other.
To expand on that, we consider what the key benefits behind advancing paid search strategy are, and some motivators a business can tap into to ignite change.
Now a step into the Multi-Moment, or the top end of the Digital Maturity Scale. We explore the opportunities available when using lifetime value (LTV) and enhance audiences, starting out by defining the difference between the 2 initiatives:
Here we also hint towards the argument of suppressing paid media to capture users signalling a high propensity to convert. Instead, using budget to capture new or lapsed users. The use of enhanced audiences certainly enables various ways for businesses to test & learn to get the most out of their marketing budgets.
Understandably, both initiatives have high barriers to entry, so we suggest some alternative solutions to get advertisers started.
As ad tech consultants, we have specialists across Advertising, Analytics, Cloud Integration and Data Science. These 4 pillars enable us to help partners:
You can watch the full interview here.