Thinking about online mediaDavid Patrick
Online marketing gives marketers all the tools to measure the effectiveness of direct response campaigns. In conversation with Mark Hodkinson of Think Media in Manchester we discussed the meteorite rise of digital marketing and the impact it’s having on other media.
The vast majority of online spend is going on pay per click activity, with Google Adwords taking the lion’s share over Yahoo and Microsoft. The fact is that Google, through its clever algorithms, produces more relevant search results than anyone else and is therefore generataing better quality leads for its advertisers. Click through activity (whether PPC or SEO) is however much more effective when supported by offline activity.
Client now face a plethora of marketing specialists clamouring for their time and marketing budget. Mark believes that what’s needed are agencies that can take a good strategic view over all routes to market and develop a truly integrated approach.