Marketing Blog

Search marketing - beyond direct response

Date: Thu, Sep 25th, 2008 3:58:26 pm

Recent research conducted by Hitwise and Yahoo! Search Marketing has revealed a growing trend amongst marketers to use internet search for more than just direct response.

By analysing the search usage of three leading UK organisations - Orange Retail, Sky and The AA, over a six-month period - we found these organisations used search as a powerful branding tool and as a yardstick for measuring the effectiveness of their offline campaigns, taking search beyond the realm of direct marketing.

Additionally, the analysis found these organisations achieved superior results by integrating their search campaigns with their offline and alternate online campaigns.

This research has proven very valuable in demonstrating the growing role search plays in the overall marketing and communications mix and highlights the effects of increased offline marketing activity on search as an acquisition channel.

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Article By: Nick Jones, Category Development Director at Yahoo! Search Marketing

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