27 Jun '15, 8am

Search Ascending: The New Brand Strategy via @sengineland

As part of the overall marketing mix, search has functioned largely as a direct response utility for marketers, complete with a monthly bill and less-than-sexy creative cred. Like any utility, search has proven to be a powerful tool for a specific task — in this case, pushing consumers through the purchase funnel. But as the consumer experience becomes increasingly mobile, search is playing a far more critical role in marketing strategy. With search happening on multiple screens, anytime and anywhere, with different inputs across new form factors, this former red-headed stepchild of the marketing family is gaining new respect. Search Spans The Funnel Today’s advertisers know that search spans to the top of the marketing funnel — the perfect place to forge a lasting connection with target audiences. Category and generic queries, experiences as a result of new forms of input...

Full article: http://searchengineland.com/search-ascending-new-brand-st...

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