30-second summary:

  • Digital transformation affords businesses opportunities to make genuine connections with customers through personalized marketing experiences.
  • Digital buyer behavior is changing, with increased consumer expectations for digital-only interactions and reduced tolerance for traditional sales tactics like cold-calling.
  • Paid search is a fast-growing channel that warrants a data-driven approach to strategy and execution.
  • Evan Kent, VP Integrated Marketing at Schneider Electric, and Kimberly Dutcher, SEM Manager at Merkle share their collaborative approach to a paid search strategy redesign that continues to drive positive business results.

There’s no more denying that digital transformation is here. It’s on the mind of every business leader, changing how businesses employ digital technologies and organize their business models to create more value for their brand. In the marketing space, digital transformation affords businesses countless opportunities to make a genuine connection with customers through personalized marketing experiences. By designing business organization, strategy, and technology around digital transformation, brands can ultimately deliver customer experiences that are contextually relevant and personally informed.

Schneider Electric and its paid search partner of five years, Merkle, tackled the digital transformation challenge head-on in 2019. They…

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