Integrating Search with Other Marketing Channels

Since many of the attendees of the Summit are the kinds of companies, marketers and agencies that employ various types of marketing channels, both on and offline, the opportunity to present examples and case studies of integration with search was ideal.

Some of the high level takeaways from this session include the importance for company marketers to set expectations when enegaging in an integrated campaign as well as the importance of coordination. Larger agencies that are capable of managing multi channel programs including search may have an easier time than a situation where a company uses multiple agencies to manage their various marketing programs.

The session included a good mix of agencies and search engines:

Nidhi Modi, Group Director of Search Engine Marketing, Carat Fusion
Julienne Thompson Hood, Director, Search Product Sales, Advertising.com
Eric Facas, SEM Channel Manager, Google
Kelly Graziadei, Senior Agency Development Director, Yahoo! Search Marketing

Moderator duties were carried by Rob Griffin from MediaContacts.

Eric Facas: Integration is a huge part of search going forward. In the past many channels were operating in silos.

It’s not important to have one team to coordinate integration, but that everyone works together. Everyone wants a seat at the strategy table. More so from any other media, we can use information gleaned from search to benefit other marketing campaign.

Example: Google trends to assess your brand health, compare to competitors.

Search can be a proxy for success of offline media. Use search as a metric or sounding board.

Nidhi Modi: Gave example of Rebok wanting to associate “Reebok” with running.

Users were driven to an