The internet is one of the greatest inventions, it helps individuals who are on the go reach the products and knowledge they seek on their time and most importantly, on their terms. In his new post, Greg Sterling emphasizes the need for companies to be aware of how they are being searched for and how it impacts their marketing campaigns by providing visual breakdowns of how customers are generally referred. He also outlines the need for companies to think in a broad view and keep an open mind about their channels and approaches.
- It is disheartening to see a marketer rely on just one channel in order to be able to drive conversions. No marketer should do that.
- The problem with the market today is that although there is a deluge of data marketers do not still understand what drives ROI.
- Today, the consumer journey is becoming one that is circuitous and complex and that is why marketers need to be holistic in how they plan for media.
“TV and display will drive better performing search queries, which in turn can indicate the effectiveness of those channels themselves.”