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Cross Channel Marketing

Relaying a Consistent Message to Maximize Effectiveness

The most successful search engine marketing campaigns are those that are integrated and coordinated with other marketing channels such as TV commercials, print advertising, direct mail, radio broadcasting and other online campaigns. By utilizing this type of cross channel marketing a consistent message is generated across all marketing channels. This allows you to utilize the strengths of each channel to maximize the effectiveness of the other. For example, a television ad that reaches hundreds of thousands can drive consumers to make a purchase on the advertiser’s website simply by displaying a URL or promoting an online sale.

Additionally, while print and television ads have long been considered important avenues for communicating a brand message, a search marketing campaing can support those channels by displaying a consistent message directly in the path of consumers as they research online and consider making a purchase. In fact, iProspect research shows, offline channels clearly influence a significant percentage of online search users to subsequently perform queries on search engines based on the company name, product or service name, or slogan that appears in the messaging of that offline channel. In fact, 67% of online search users are driven to search as a result of some offline channel.

The goal of iProspect’s Cross Channel Marketing Integration Service is to integrate your search marketing campaign with your other marketing objectives and to leverage those objectives to benefit and grow the results of not only your search campaigns, but your other channels as well. Through a series of consultative meetings, interviews, and search marketing educational initiatives with your team(s) responsible for non-search marketing initiatives (such as television, print, radio and other online), iProspect develops a strategy to understand how search can help influence and be influenced by your other marketing activities. The iProspect team subsequently provides a summary report and recommendations at the conclusion of this process.

Find out how iProspect’s complete offering of search engine marketing services can enhance other components of your online marketing.

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