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First Steps Toward Integrating Search With Other Marketing Channels

Luke cites a report from Jupiter Research that found that just over half of all search marketers are integrating their search efforts with other marketing channels -- be they on- or offline. So what's with the other half of the pack that aren't? "The fact that separate departments manage these marketing initiatives independent of one another is one of the most common factors," he says.

So to get the offline marketing team's buy-in, Luke offers some quick campaign integration tips that show how simple (and beneficial) it is to have search and print, TV and even radio efforts that work together. "First of all, keywords, key messages and calls-to-action that have been identified as most profitable within your search marketing campaign(s) need to be leveraged in your offline mediums," Luke says. "Furthermore, there are ways to track the ROI for your offline channels. The key to tracking offline media performance lies within the URL."

He suggests working basic branded keywords into your radio spots, bidding on said terms and then driving those users to a custom radio-specific landing page. Lastly, there's print and direct mail. "With print and direct mail, you can purchase additional domains, define a rule set to redirect users to a custom landing page, and append a tracking parameter to identify the original source: print ad, direct mail piece, or any other offline channel."

Read the whole story at StraightUpSearch »

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