Day two of the Search Insider Summit was full of great presentations and commentary, so be sure to read the frequently updated MediaPost Raw blog.
Since many of the attendees of the Summit are the kinds of companies, marketers and agencies that employ various types of marketing channels, both on and offline, the opportunity to present examples and case studies of integration with search was ideal.
Some of the high level takeaways from this session include the importance for company marketers to set expectations when enegaging in an integrated campaign as well as the importance of coordination. Larger agencies that are capable of managing multi channel programs including search may have an easier time than a situation where a company uses multiple agencies to manage their various marketing programs.
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