Search and Display: Mix It Up

I’ve written in previous posts about the right marketing mix. By that I mean the melding of various mediums of marketing into one cohesive plan. Whether it be print advertising, search marketing, banner advertising, etc – its the art of bringing it all together in one marketing plan. Well, because I think its so important and also because we’re starting a new year and a new media plan, I’m throwing out more information on the topic.

A recent article on the Marketing VOX website discussed the results of two recent studies on display and search advertising and the effects that one has on the other. One of the reports described was done by ClickZ News and they say:

“…found that online users exposed to both the search and display advertising campaigns purchased the advertiser’s products and services 244 percent more online and 89 percent more offline compared with users not shown the ads.”

I love seeing numbers like these. As I’ve stated in the past, I’m not a huge fan of print advertising, but I know that its a necessary expense for many companies due to its large impact on branding. Print advertising is costly and takes up a size-able percentage of an overall marketing budget, but when you see how one medium can impact another, you can more than justify the expense.

Now, does this mean you can go out and run print and search ads, let them run, and you’re on your way to an early retirement. No way! In order to achieve the success found in those studies, your messaging and strategy need to be consistent throughout. The mix between your display and online should support and strengthen each other and your overall message.

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