Секция 1.6. Инновационный поиск в интернет-магазине

There’s always been a measurable, targetable, relevant form of advertising available to direct marketers. It’s called search marketing. And for whatever reason, it was assumed that display advertising and search marketing needed to be thought of as separate efforts – to the degree that more recently, people have wondered aloud how search and display complement each other, or how one might improve or decline without the complement of the other. Regardless, when display advertising is made to perform like search, it returns value to the advertiser like search, and thus becomes more than a simple complement to search.

This speech is about leveraging the synergies of Display and Search, based on case studies and research by web analytics firms like Marin or Kenshoo and Criteo.