Using search marketing to amplify TV buys: SMX East 2016

Columnist Erin Everhart provides key takeaways on a session from SMX East 2016 detailing the relationship between paid search and TV advertising.

In the SMX East 2016, “The New 1+1=3: Using Search Marketing to Amplify TV Buys,” Kerry Curran, Managing Director of Marketing Integration for Catalyst, and Itir Aloba-Curi, Director of Advertiser Analytics and Insights for Bing Ads, talked about how we should be using search advertising the amplify the rest of our marketing efforts.

Consumer behavior

As consumers, we’re exposed to numerous advertising channels that are fighting for our attention every single day. This includes both traditional and online channels, but what are consumers actually accessing during the key moments that matter? When are they ready to make a purchasing decision?

During those key moments, consumers continue to turn to search to help guide their purchasing decisions. In a recent study Bing did with Forrester, about 49 percent of consumers view search engines as their number one source to research a purchase. Even more so, 74 percent of consumers really trust search engines, almost as much as they trust the website or the brand they’re researching.

Consumers use an overwhelming number of channels when researching, and they go back and forth between search and the other channels. That makes it hard for the advertiser to allocate budgets across all channels. While marketers see search as a channel, consumers don’t look at it that way. The see search as the key to their decision-making process.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.

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