The State Of Cross-Channel Paid Search, Part 2: SEM & TV
In the second installment in a series on cross-channel marketing and search, columnist Josh Dreller explores the relationship between TV and SEM, discussing how these can be used in conjunction with one another to improve ROI.
In the first part of this series, which focused on SEM and Social, I made the case that search marketers should be leading the charge in pushing their (or their client’s) organization towards a cross-channel marketing approach.
After all, search is the ultimate net for all of the other channels, right? What channel interacts more with the rest of the marketing plan than SEM?
When consumers learn about an interesting new product or service, one of the first places they go for research is a search engine. Banners drive searches. Tweets drive searches. Videos drive searches. Even billboards and newspaper ads drive searches, eventually.
Because of this unique position that search engines have in consumers’ lives, it makes sense that search marketers could have the most influence to help move the needle when it comes to cross-channel media planning and buying.
What have you been doing to push the envelope?