Search input to your other marketing channels
Search should never be considered as only a traffic generating marketing channel. It is your window to meet your target audience. It is more about how you wish to communicate with them in that space and how you make sure you are the perfect match for than rather than your key competitors.. It is hence a window of opportunity for every marketer but also a moving forever changing list where you fight for space in a crowd that gets more and more creative. At the same time you also need to be aware that your customers are a moving crowd that will constantly evaluate you and compare you to meet their needs.
The other side of this is the integrated approach of marketing where we actually have an additional opportunity to increase brand awareness, create good brand equity and come across as a reputable source serving your clients needs by appearing in the top results when they are asking for your products or even conduct searches based on your offline communication messages. If you are not visible when someone searches for your products and services or keywords related to your business or marketing communication, others will pick up free traffic from you.
Using search in an integrated way is not only to integrate the rankings and communications with your offline messaging it is actually to serve as a function of research and input to your marketing and sales organization. It never seizes to amaze me when I serve the search data results to the clients and they say: “I would have never thought that someone would search for that!” When search serve as a function of input to your organization before you have even started to set your goals of your campaign and the budget and messaging, we have succeeded in the space of using search as a valuable resource channel.
