Search & Display Marketing Integration, Engagement Mapping
Tags: campaign integration, display advertising, se, search marketing
I had the pleasure of speaking at the Search Marketing Expo in London last week on the topic of Integrating Search Marketing and Display Marketing.
A number of studies have shown the advantages of combining search and display marketing. These studies point to the following advantages of integrating search marketing and display marketing.
- Target key touch points in the purchase funnel
- Use search marketing to test display campaigns
- Drive searches from display ads
- Increase brand recall
- Optimise, before during and after the campaign
- Increase the pay per click campaign click through
- Drive engagement on your website
- Achieve higher conversion rates
Although Interactive Return has specialised in search engine marketing since 1999, it has successfully managed and designed display campaigns over the years. Our recent acquisition by Publicis Groupe Media means that we are now partnered with Captivate Digital. Captivate Digital’s core competencies lie in the areas of Display marketing. During my presentation in London, I used the O2 Ireland online marketing campaign for which Interactive Return and Captivate Digital manage the search and display marketing campaigns.
Earlier this week I attended a Microsoft event in the Westbury hotel in Dublin. Ciaran McConaghy from Atlas (now owned by Micro Soft) covered engagement mapping and integrating search and display and providing research on the value of combining both channels. I thought it was really funny that I was invited over to the UK to speak about this and only a few days later the same topic was addressed at home for the first time. Ciaran provided a great analogy for the importance of engagement mapping.
“If you are watching a rugby match in Landsdowne road and the place is covered in Guinness posters. At half time you head down to the bar and you see a Guinness ad playing on a TV. You then approach the bar and see Guinness branding on the taps. Finally, the barman greets you in his Guinness shirt and you purchase a Guinness. As a marketing manager, would you apportion all of the credit of the sale of the pint of Guinness to the shirt? Probably not!”
In offline marketing the tendency is to consider all of the elements that make up the marketing mix. However, online we tend to focus on the last step in the purchase funnel. This serves to underline the importance of measuring the effect of all of the steps in the buying process which may well include search elements and display elements.
PS thanks Mel Carson for your positive feedback on my presentation.
davidboon said:
Nov 13, 08 at 8:51 pmInternet advertising will be hit hard by the economic downturn, experts say. Some advertisers are sticking to “less risky” old media like print and television. One venture-capital exec predicts that as many as a third of VC-backed Internet startups worldwide could fail over the next two years.
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advisor
Julian said:
Nov 14, 08 at 12:13 pmHi David, thanks for your input. I do believe that TV will continue to thrive, not only on standard TV sets, but on hand held devices and streamed over the Internet. Print advertising is having an increasingly hard time and increasingly offline publications are moving online. We are seeing a noticable shift month on month from offline to online advertising. A key driver of this shift is the unmatched measurability and flexibility of the online medium. In addition, with the explosion of user generatated content and social media there are so many options now to speak to and engage with your target segments at relatively low levels of investment. Finally, the advent of free web statistics platforms, such as Google Analytics mean that the results of all online marketing efforts can be measured in the the same place using the same metrics.
Thanks
Julian
Peter Fry said:
Nov 20, 08 at 1:11 amDon’t know how I ended up here BUT >>> no mention of mobile websites thats where its at next year. 19.2% of homes in Ireland have broadband yet advertisers still point to websites rather than mobile websites. Websites have to be adapted to be viewed on mobile phones. More and more companies are waking up to that fact. Text KIA to 51101 (standard reat text) as an example of how you should use texting as your call to action in all your advertising! regards
Justin said:
Nov 20, 08 at 10:13 amMany of the newer mobile phones come with full browsers (iphone 4 one). From what I can see apart from getting flash onto mobile phones there is very little “adapting” to be done to current websites.
I would agree there is huge scope to use txt messages as a call to action now that 3G rates and decent internet on mobiles is becoming a reality.