Digital trade body and its members urge brands to integrate their online strategies with search at the heart.
The Internet Advertising Bureau – the trade body for digital advertising – has partnered with search and social conversion agency Tamar to educate marketers about the importance of using search to build brands, with a step-by-step guide to putting the discipline at the heart of online strategies. The guide’s launch also marks Tamar’s official celebration of 15 years’ growth as a leading search company in the UK market.
The guide has been designed to provide time-poor advertisers with bite-sized chunks of research, case studies and practical advice, to achieve maximum impact within minimum time. Covering natural and paid search, the importance of landing pages, mobile and social search, it also features contributions from Google, TradeDoubler and Mobile Commerce Ltd.
For marketers newer to the area, the IAB and Tamar have also enlisted Tom Morphy, digital consultant from Coca-Cola to show brands how to brief search and brand-building campaigns to best effect, outlining the importance of setting objectives, budget expectations and stakeholder relations.
Tom Morphy, digital consultant from Coca-Cola said: “Search can be leveraged from nearly everything a website manager or marketer does. As an industry we’re still learning how it can be employed to build brands, and this guide is a great quick reference to ensure your brand can be discovered and exposed to your target market.”
Jack Wallington, head of industry programmes at the Internet Advertising Bureau, said: “Online, first impressions count. Search is often the start of the brand-building process, and is intrinsically linked throughout the entire customer journey, which is why marketers need to learn the tactics necessary to make their mark in the engines. But advertisers have a wealth of digital disciplines to get their head around and a limited amount of time to do it in, so we’ve created this step-by-step guide to help them understand in a matter of minutes how search can, and should, build brands.”
Tanya Goodin, CEO at Tamar, said: “The Brand-building Through Search guide has been a great opportunity for us to share knowledge and expertise that we have developed since 1995. Brands will always benefit from conversion-driven online strategies that reach out and engage with customers through the search engines, social networks and expert, agile web design. Working closely with the IAB has also been a pleasure because it understands the central importance of search in marketing.”
