This post was authored by Susie Henderson and Karen Works
How can search agencies work with an advertiser’s media partners to provide a successful search strategy? We all understand the importance of utilizing all avenues of media to improve our client’s return on investment (ROI), now it’s time to start implementing our learnings.
Traditional media — print, TV, radio — are losing ground to online media in terms of usefulness due to technology. To combat this, media channels should work together to marry all aspects with the same message. Adding a repetitive message across all mediums is the easiest way for an advertiser’s message to stick with potential consumers.
Keeping with consistent messaging is the best way to garner conversions. All too often you see a great commercial on TV with a website to visit. Many times the ball then gets dropped in one of two ways:
1) In keeping with the idea of a web address that is easy to remember, site visitors are frequently dropped onto a non-intuitive homepage, which doesn’t allow them to easily find the promotion or product they set out to look for; or
2) Search is left out of the mix to support that TV buy. Those who remember a website was available, but don’t remember the particular website, search for the advertised product and do not see a result specific to what they are looking for, which can actually cause you to lose customers, including losing them to your competitors who are bidding on those terms.
A consistent, integrated message across all of your advertising efforts will, with time, become more familiar to your consumers and increase your brand awareness, leading a path to heightened engagement and ultimately, a higher ROI. Many advertisers are starting to “get it” and are working towards synergistic campaigns.
What does it take to get everyone to bring their toys and play together in the same sandbox? Stay tuned next month when we’ll take a look at tips to successful integration when bringing your search agency, creative and media partners together to maximize your marketing goals.
