Introducing: The Chief Keyword Officer. Ready or Not?
Tablets, Smartphones, new interfaces, Pinterest, Google+ - and the dozen innovative platforms being developed right this minute - are all part of the ever-changing Search experience. While brands used to dive deep and prepare significant budgets for every channel and platform, this approach no longer scales. Big brands know their online searchers are tech-savvy, impatient, and expect companies to be ready to do business in the ways in which they define.
90% of online users search and respond to keywords across all digital channels. Without a doubt, Keywords are the best indication of customer intent, thus making keywords your most important digital asset and the only common denominator across all online channels.
Enter your Chief Keyword Officer (CKO). Through understanding a customer’s keyword searches across all devices and platforms, the paths they take on your website, and the words that create responses, you understand the intent, motivations and ambitions driving sales. All of this brings you closer to your customer, closer to a sale, closer to revenue.
We’ll talk about a new methodology - Enterprise Keyword Management™ (EKM) – that provides just the kind of marketing architecture needed in this environment, and practical ways to future-proof your marketing strategy across all digital channels:
- Integration of all online and traditional marketing activities at the keyword level
- Leverage customer intent through keyword intelligence mining
- Technology Integration: web analytics, CRM, Social, BI, etc. to get a well-rounded view of customers and intentions
- Understand how to budget across channels
- Testing techniques to optimize your marketing campaigns
- Adoption within the enterprise
Like CRM or ERP, EKM is a business discipline that helps marketers gain a thorough understanding of customer needs in digital channels, and can be combined with your existing CRM, loyalty approach, segmentation, personas, and digital presence across channels and platforms: all with the intent of creating the shortest path from keyword to customer.
Get ready for the Chief Keyword Officer.