How online branding drives search, and vice versa

This article discusses search marking, which has long been regarded as one of the most effective channels for direct response campaigns, but retains an uncertain relationship with online branding.

How online branding drives search, and vice versa

Jenny Kirbyi-level

Search marketing has long been accepted as one of the most effective channels for direct response campaigns. But the relationship between online branding and search remains a hotly contested area.

Marketers are asking:

  • Does search drive brand awareness and consideration?
  • Does brand activity drive search activity?

According to a recent report by Hitwise, the research group, 76% of the top 2,000 UK search queries were navigational, i.e. they were search terms which included brand names. It makes sense to conclude therefore...

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