All for one – one for all
Obviously our media manager, Tara, couldn't click fast enough on an article entitled "Why Search Is the Worst Form of Advertising (but the Best Form of Targeting). http://adage.com/article/digitalnext/search-worst-form-advertising/227210/ She just loves this article with its startler: giving SEM credit for being the form of advertising that drives billions of dollars in sales is like giving the checkout person at a supermarket credit for all the food sales annually."
Obviously it's more fodder for top-of-the-funneling from display ads. Also the article talks about the type of surfing people do, with only 2% of users' time spent on search and 98% on sites. So this should also help display be an easy sell right? It never is. One of our SEO team countered with "I think the author assumes that 100% of all traffic is brand focussed and underestimates the role the website itself plays in selling a product or introducing the customer to the brand through generic searches." As we always say, for effective marketing, you need to have every layer of marketing working together.