Do you recognise the full value of search — as an amplifier of other media channels, a brand-awareness tool and a conversion tool?
In August 2016, Microsoft and Catalyst commissioned Forrester Consulting to evaluate companies’ marketing mixes in the digital age and, in particular, the role of search in the digital media mix. Forrester conducted online surveys of 300 US-based marketing agencies and B2C advertisers, and compared this with Forrester’s Consumer Technographics data. The findings show customer adoption and perceptions of various channels that they use throughout their buyer journey.
The study found that as the top channel for customer engagement, search provides marketers with critical intent data, which traditional media cannot. By strategically integrating search with other channels, you can create a programme that is more than the sum of its parts.
See what the study found with Prioritize Search to Maximize ROI of Marketing white paper. It can help you discover how search fits into the modern marketer's toolkit. Look through the white paper to learn more about:
- How search marketing dominates customer acquisition
- What struggles marketers have with advancing their search programmes
- How search can be used in tandem with other channels for better value
- What tips will help you get more from your search campaigns
To see more search marketing insights, trends and tips, download the Prioritize Search to Maximize ROI of Marketing white paper.
For more tips and trends, check out our featured industry and seasonal insights on the Bing Ads blog.