It’s no surprise that paid search is a favored tool of online marketers. Its measurability, coupled with its strong link to consumer product research and pressure, provides access to data needed to justify customer acquisition spend. At the same time, marketers are discovering that paid search has a point of diminishing returns, particularly as bidding wars for keywords send costs skyrocketing. With search likely to deliver less (though still significant) new customers than in the past, online marketers are focusing their attention on other initiatives with the goal of engaging prospects while their interest is piqued.
Danny Sehr, Sr. Director, Product Marketing at LivePerson, discusses the strategic benefits of using live chat to optimize search campaigns and increase conversion rates.
About Danny Sehr:
Danny Sehr is the Senior Director of Product Marketing for LivePerson. He is responsible for defining LivePerson’s business solutions product strategy by working closely with current and prospective customers and identifying new market trends and opportunities. Danny has been in product management and strategy roles in the online engagement field for the last six years.
