Tuesday, 27, Jul 2010 10:10
Brands that are not focused on ecommerce should still invest in search engine marketing for a number of reasons, according to one expert.
Writing for Search Insider, Rob Griffin of Media Contacts says brands with an advertising presence in channels such as TV, radio, print and outdoor would do well to look into search engine optimisation (SEO) and pay-per-click because consumers are increasingly conducting online research after taking in content on these platforms.
"Don't be afraid to sink resources into your own SEO because of the inherent benefit it will have on your sponsored search efforts," he remarks.
"Video SEO is a great way to get some extra mileage out of your creative and content investments," he adds.
Mr Griffin goes on to recommend that companies investing in search for brand marketing purposes also get to grips with web analytics so they can easily track the effectiveness of their campaigns and refine them if needed.
Last month, a report from Econsultancy and Lynchpin revealed that businesses are spending more on staff who are or can be trained to deal with web analytics compared with last year.
Over half of web analytics budgets are now dedicated to hiring and training employees, up from 42 per cent in 2009, the survey showed.
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