Marketers should test projects, invest in landing pages to maximize marketing spend, and integrate messaging strategies based on both search engine marketing and email data. These three tips from
Ram Krishnamurthy and Brad Neelan are just part of their five suggested strategies for driving return on investments in search and email marketing.
Krishnamurthy and Neelan also
suggest paying close attention to keyword search terms to understanding customers better. They write that analyzing data both from online and offline campaigns provides a "holistic view" and lets
companies better drive targeted email communications and marketing offers.
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