Integrated Branding and Search
Ian Lurie Oct 31 2007
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.
Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More