As a result of COVID-19, we have seen immense growth in customers’ online intent, accelerating an underlying trend of consumers moving online to discover, research, and purchase. The strategic imperative for businesses to unlock the growing power of search has never been higher. But in an environment where demand is increasingly volatile, margins are under pressure, and the consumer journey has become more complex, doing so is increasingly challenging.
A lack of confidence in data models and work-in-progress digital-transformation journeys are often cited as common challenges by businesses seeking to maximize the potential of their search investment. Yet data and digital capabilities are rarely the main reason value is foregone.
Culture and process are often the bigger barriers. And nowhere is this more critical than the relationship between marketing and finance teams. When these teams collaborate, we see businesses unlocking the opportunity for further growth.
But when they don’t, which is frequently the case, this disconnect can really limit the value of paid media.