How to Align Search With the Rest of Your Campaigns


Regardless of vertical or brand, the path to purchase is complex. Your target audience doesn’t see channels – they perceive your brand across the entire digital and offline spectrum as a continuous experience. In order to get the most out of each point of interaction, it’s vital to ensure learnings and strategies from one channel are brought into others, and search is a fantastic place to start.

Search is the first point of convergence between brand perception and action. It’s a user-initiated opportunity to reinforce messaging from other channels, yet search marketers all too often operate in a vacuum, focused on optimizing this channel but without information on what initiatives are happening in other channels. Below is a list of easy-to-implement opportunities to connect strategies from other channels to search marketing initiatives, and vice versa. …

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Via: Mashable: Advertising

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