Global online marketing firm The Search Agency will launch the h(Paid) platform on Tuesday for performance-driven online marketers struggling to integrate their strategies, spend and measurement across multiple paid marketing channels.
The move follows the foray of Compete -- a WPP Group company -- into behavior-driven marketing last week.
Consumers have become the biggest driver of change, using several different devices and channels to make purchase decisions. “The problem is marketers don’t align intent and content to determine behavior,” said Keith Wilson, vice president of agency products, The Search Agency. They need to consider purchase behavior and the channels and devices used during the process.
Google's release of Enhanced Campaigns will push this movement by ad platform companies into focusing on behavior vs. intent, evident in the company's decision to separate smartphones as mobile and combine laptop with tablet campaigns.
The online marketing industry remains fragmented. Marketers need to pay more attention to media influences and the relationships between channels and devices. Most are stuck in the mind-set that they have a paid-search tool and a paid-search team, and the tool and team cannot cross-channel with other media.
Consumers buying a car can use up to 18 sources of information to make a decision, Wilson said, pointing to a Google study. The Search Agency built the h(Paid) approach on targeting, creative, engagement, optimization and analytics.
The launch of h(Paid) follows The Search Agency’s introduction of h(SEO) late last year, an approach to search engine optimization across the Web.