30 Jan '16, 10pm

The State Of Cross-Channel Paid Search, Part 1: SEM & Social

In just about every survey ever conducted on the value of a cross-channel marketing approach, most marketers acknowledge that using coordinated marketing channels has the potential to be more valuable than operating siloed channels individually. Of course, that’s an easy thing for marketers to theoretically agree with… Meanwhile, in almost every survey conducted on the current state of cross-channel marketing, a minority of marketers feel that their organizations are armed and ready to coordinate multiple channels. Paid search has historically been a very siloed channel with its own metrics, processes and tools. It’s almost become its own universe, where even the best-paid search marketers have little understanding of how other marketing channels work. But when you think about the fact that so many other channels eventually drive consumers to search engines, wouldn’t it be...

Full article: http://searchengineland.com/state-cross-channel-paid-sear...

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The State Of Cross-Channel Paid Search, Part 1:...

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