SES roundtable: Search shouldn't take all the credit

Share this article:

Search marketing often gets credit for the final sale or conversion, even when it shouldn't, according to a roundtable discussion today at Search Engine Strategies in San Jose.

“Search [often] gets credit for everything,” admitted Mikel Chertudi, senior director of online and demand marketing at Omniture.

Chertudi explained that companies typically credit the last source of a sale, which is often paid search. However, a user may see a banner ad, receive an e-mail and then click on a paid search ad before making a purchase, and he stressed that all three of these contributing channels should be measured.

Chertudi added that it's important not to ignore the other channels in the marketing mix, whether they are offline or online. He also cautioned that, without measuring correctly, marketers are in danger of underspending or overspending in different channels.

Randy Peterson, search marketing innovation manager for Procter & Gamble, added that it's also important for marketers to keep the branding value and sales value of search and other forms of marketing in mind.

Determining credit is not a perfect science, added Sharon Gallacher, West Coast managing director at Neo@Ogilvy. “It's going to be complicated and messy,” she said. Different media channels are doing different jobs, so companies should work not “get distracted by the easy numbers,” she advised.

For example, when measuring display advertising, Chertudi urged conference attendees to be aware of cookie expiration settings. In addition, marketers shouldn't ignore the impact of ads that users may see but not click on, he said.

Peterson added that it is important to remember that many people delete their cookies once a month.

Above all, Bill Hunt, CEO of Global Strategies International said that marketers must “get comfortable with not having the perfect answer.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

IAB Tech Lab to Set Global Digital Marketing Standards

IAB Tech Lab to Set Global Digital Marketing ...

In looking to solve complex tech issues, the association opens up full membership to agencies and solutions providers.

Integration Meets Innovation in Planters' Digital Campaign

Integration Meets Innovation in Planters' Digital Campaign

The snacks brand found a healthy way to navigate today's world of digital marketing saturation.

USA Today Decides to Play Games for Real

USA Today Decides to Play Games for Real

It partners with game-maker Arkadium to add 60 new digital games to its site, offering advertisers more segmented breakdowns of players.