Over the past nine years, paid search (PPC) and search engine optimization (SEO) have taken their rightful place with seats at the table where major marketing budgeting and planning decisions are made. PPC, with its solid ability to convert visitors and deliver consistent ROI even with increased competition, may have got to the table first, but SEO is now regularly proving to enterprises that the more you can invest, the greater the return.
We know that PPC and SEO work well together, but what about when you throw in other marketing initiatives and measure the reciprocal effects of search to online display advertising (ODA) or offline campaigns? The marketing industry still struggles here, but many signs point to increased understanding of the dynamics. ODA and online public relations (PR) are already being measured together with search, and many ideas and tests are underway to better tie offline with online.