Search is as essential to each campaign as to the whole brand

The article argues that internet search is seldom, but should always be, an integral part of each campaign at the planning stage as well as thought through for the brand as a whole.

Search is as essential to each campaign as to the whole brand

Ross Barnes

Consumers are surrounded by media throughout the day, from the direct mail that drops through the letterbox and the display advertising they see on the way to work, to the marketing emails they receive and the TV ads they see when they get home.

All these media have an impact, and any organisation worth its salt has marketers busily spreading their advertising efforts across a variety of media.

Response One recently commissioned research into the effectiveness of different media in driving consumers to a website and...

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