For many years search has been the backbone of internet marketing. While effective on its own for a range of marketing objectives, namely product sales and lead generation, it’s the integration with other digital marketing tactics that can really elevate marketing program effectiveness.
It’s important for marketers to think more holistically about their search marketing programs because with brands and consumers empowered to publish 24/7 via mobile, tablet or computer, we live in an age of information overload. Increased competition for consumer attention, interest and engagement means marketing messages must do more to stand out and focus not only on transactional outcomes, but influence and branding.
For consumers, Google has been an effective filter for the billions of documents in its index handling over 11 billion searches per month on Google.com alone. But search isn’t enough to carry the day in most internet marketing programs.