Brand marketers are increasingly using search to leverage their overall branding goals. That’s true even for the many companies that never sell their products online. A new eMarketer report examines six strategic ways brands can improve their overall campaigns by using search marketing.
The new report, “Search for Branding: Tools for Better Campaigns” analyzes findings from dozens of third-party research providers and interviews with industry executives, answering key questions about how marketers can better utilize search to strengthen overall branding, including:
When considering whether or not to weave search into a brand’s total campaign, there is one simple, inarguable reason why brands should use it: Search is where the audience can be found. AYTM Market Research found that as of June 2012, the vast majority of US internet users used search engines either daily (63.5%) or fairly often (21.0%).
“Brands need search—and not just paid ads and higher organic rankings—to help them achieve their overall marketing goals,” said eMarketer. “They also need the search data that can give them unique insights both into their target audience’s interests, intents and perceptions and into their competition’s. And they need to connect all their search activities to their overall branding campaigns.”
Key Takeaways from “Search for Branding: Tools for Better Campaigns:”
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