How does SEM's fit in an integrated marketing plan?

It has been said that in today's global economy, Search has become the front page to all corporate websites. In other words, every purchase or buying relationship that has an online component (what B2B relationship doesn't?) starts with a query in a search engine.

The most interesting resolution to come from this changing dynamic is the fact that the power to start and end a buying relationship has shifted directly to the user. In essence, the consumer holds almost 80% of the power; whereas the retailer, (who should still be focused on nurturing, coaching, and growing that relationship), is relegated to a role of making sure their best marketing message, their best corporate identity, and ultimately their best foot, is always put forward at the initial stages of that relationship - Search.

In the past 10 years, there has been a fundamental shift in the marketing landscape. More and more, marketing strategies have had to adjust to accommodate the increasingly empowered customer. The advent of online has changed the rules of the marketing game fundamentally.

Nowhere is this new customer empowerment more readily seen then in the advent of search marketing. Marketing has traditionally always been a push strategy. Marketing messages have been pushed out to prospective customers and, in large part, that make communication was very much one way. But with search, customers now exercise their power by looking specifically for what it is they want to buy. Push becomes pull, and it's the prospect doing the pulling. They are firmly in the driver's seat, as they compare their options, research their alternatives and eventually make their buying decisions. A vast amount of this activity is exercised through the major search engines online.

In its earliest stages, search marketing was primarily a direct response medium – this has changed. Search needs to be a part of a fully integrated marketing strategy, not a stand alone silo. In addition, Search needs to be driven by offline marketing – a website needs to be fed – meaning PPC campaigns should be aligned to offline marketing to ensure visibility for the brand; online content needs to complement offline messaging (too many companies have made this error – most recently Ford during their Superbowl run); and all the marketing mix needs to be aligned to establishing, building, and nurturing a complete relationship with each individual in the market.

Search can build brands, destroy brands, make sales, and build recognition – but most importantly, Search is integral to managing the relationship with the customer in the new consumer-initiated market. It is a growing and viable part of an integrated marketing plan, but only if a company looks at it as an extension of a consistent and aligned marketing message.

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