Media Mix and Search

Every e-marketer recognizes the vast and increasing complexity of tracking the success of online marketing efforts, especially when attempting to optimize Paid Search campaigns in light of other media activity, including TV, radio, direct mail, etc.

Through measurement and testing, predictive modeling, scenario building, and final optimization, Dr. Pat Stroh, VP of IMPAQT’s Analytics team, answers the question of how to best incorporate Search into your Marketing mix.

Within the video below, Pat answers complex questions regarding media mix and Search Engine Marketing campaigns, including: How do other elements of the media mix interact with your Search campaigns? Is SEM the Horse or the Cart? And, how should Paid Search budgets and bids be coordinated with planned media activity and sales objectives? Watch the video to find out the answers to these questions and more.

59 minutes, 46 seconds