Improve budgeting and performance by integrating search and social channels

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 21, 2019, 2:48 AM UTC

Taking an audience-centric approach can let the brand focus on targeting each customer across channels.

This article recommends ways brands can be better at cross-channel marketing. By intelligently combining search and social channels, companies can improve their budgeting, bidding, targeting and performance. To do this, they must first assess their existing cross-channel marketing capabilities.

Adopting an audience-centric approach lets brands focus on targeting each consumer across channels using a combination of intent and audience data. The piece recommends using Facebook to increase share of voice and brand awareness. 

Businesses must ensure that their message finds resonance with the right audience. Here, using insights from the highest-performing search ads allows brands to identify the keywords and messages that could be repeated across various channels.

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[4 minute read]