< back to Page of Origin

How to Build a Dialogue with Buyers in Real Time

Posted on July 16, 2014 by Glenn Gow

It takes just four hours from its inception on Twitter for a search topic to spike on Google trends. The average online buyer now consults seven unique digital media sources before making a decision about something as simple as breakfast cereal. 

In this episode of Moneyball for Marketing, DoubleClick Search Director at Google, Matt Eichner takes us through the state of marketing technology and shares his vast knowledge of the fascinating world of marketing intelligence. Centering around the importance of replicating online the real time, influential kind of engagement buyers experience in a brick and mortar shop setting, Matt offers marketers practical advice, such as the following:

  1. Carry the dialog: Matt covers how a buyer’s journey involves multiple searches and other interactions and explains how to use single, cross channel marketing technology suites to identify search intent early and build a relevant dialog with buyers in real time.
  2. Connect the dots: Matt discusses the art and science of collecting marketing intelligence on buyers from online and offline sources and constructing online personas, without using personally identifiable information.
  3. Don’t forget the marketing: Among all the available marketing technology, Matt reminds us that the goal is still to deliver the right message to the right people at the right time. He shares how one Google advertiser has successfully combined old guard creative marketing skills with new marketing intelligence mechanics to succeed in search.
  4. Do it in real time: Matt predicts that marketers will increasingly become marketing strategists, while algorithms will do the work of watching trends, understanding search intent and optimizing marketing in real time. 

Matt Eichner is the Director of DoubleClick Search at Google, meaning he  heads up Go to Market initiatives for DoubleClick Search, which is Google’s advanced SEM platform. Matt was previously the General Manager of Global Enterprise Search at Google, and has held several executive positions at Endeca Technologies, acquired by Oracle. Matt holds a MBA from the Harvard Business School and a B.A. in Economics and Computer Science from Yale University. 

Read the full transcript here

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.

Contact Us