This presentation is by Arto Joensuu, Head Of Digital Marketing at Nokia. It’s a great presentation positioning conversation as the new conversion metric, by getting rid of the standard sales funnel that most businesses have held close over the last few decades.
Interesting how Arto speaks about the new “grid” in relation to search. The search grid breaks down bought, owned and earned media into percentages of traffic generated from Google search, and interestingly enough, only 28% of traffic is bought media through adwords, which really highlights the importance of SEO & SMO (social media optimization).
The presentation shows how the combination of bought, owned and earned media creates growth.