Here’s episode 3 of the iGary podcast from sunny Telford.
Last week I spoke at the Revolution Conference about integrated search marketing and part of the talk included some audience interaction, the result of which was quite interesting. Firstly, the details.
Now, more than ever before we all need to get the most from our marketing budgets, one easy way of doing this is integrating search with traditional media.
Even before we start thinking about how we should guide customers through their journey as they touch all of our media it’s worth noting some research.
- 70% of us watch TV and surf, 55% of over 55 year olds have two-timed TV and the web.
- In Japan over 50% of TV adverts have a web call to action.
- In Japan over 60% of people have seen a TV advert with a search call to action and over 30% have searched for that word
Yet, my little research project found the following
TV Adverts with a Search CTA
Just to clarify the above a URL is quite self explanatory, a web word is an advert that says something like ’search online for xyz’ and a search box is an advert with a mocked up search box with a keyword in it.
During the talk I played an advert from National Rail for GroupSave, the advert showed the microsite’s URL at the end, less than a minute after showing it I asked who could remember the URL, the results were as follows
Who Could Remember the URL
Just 10% could.
Integrating traditional media makes sense if you follow these 5 simple rules
- Pass consumers between media with a clear call to action
- Develop a cross media message that is suitable for search
- Ensure the call to action is easy to remember, a slogan or marketing message, a top performing keyword you already do or can easily dominate in search results pages
- Don’t rely on just a URL
- Avoid generic phrases such as ‘I am’ (Orange used this and it took weeks to get a good organic position)
Developing cross media campaigns that pass users between channels is a great way of getting extra mileage out of your marketing budget.
Until next time!