Monday, 02, Feb 2009 01:01
Marketers would do well to combine their search engine optimisation (SEO) and email campaigns for the maximum benefit when it comes to customer acquisition.
This is according to Julie Batten of Klick Communications, who wrote in a ClickZ column that integrating the two channels can help businesses to better reach and engage online consumers.
She cited a post by Abe Mezrich of Didit on the Yahoo! Search Marketing blog last year explaining that combining SEO and email marketing is essential considering research suggests the two most popular online activities among web users are email and search.
Ms Batten said it is vital marketers carefully consider which channel they want to use to target consumers depending on the stage of the buying cycle that they are in.
"For someone who is unaware of your company, brand, or product, search engine marketing is the way to get them to your site and hopefully get them to register for your email database," she commented.
She added that once they have registered, the consumer can be turned into a loyal customer through regular communications - such as via email.
Last year, Jordan Ayan of Email Insider advised marketers to also integrate social media into their search and email strategies, for example by inserting an email newsletter subscription link in a blog post and using email to drive traffic to the blog in question.