Integrated Branding and Search

Ian Lurie

All of the sessions at SMX Stockholm have been great.

I’m fascinated, though, by how many search marketers and search engines discussed integrated branding and search.

Nate from Jupiter Research said it best: If you run television or print ad, even if you include your URL in the ad, folks are more likely to go to a search engine after seeing the ad. So search is very, very important, paid and otherwise, even if your primary focus is on offline media.

Simple lesson: Don’t ignore search. Even if it’s not at the top of your marketing plan. At a minimum, make sure you’re well ranked for your own name, your product names, etc.. Buy the same phrases in paid search, too.

Otherwise, when you get that lucky break, and your product gets mentioned on Oprah, you may miss a lot of search traffic.

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Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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