Combining search and direct mail in the marketing mix

It’s trackable, has limitless coverage and is relatively cheap, so it’s no wonder that search engine marketing is so popular with marketers. But how do you make the most of paid search tools such as Google ad words and combine them successfully with offline media such as direct mail? 

This comprehensive guide by Rosalind Brooker, head of search at direct and digital agency Equimedia, gives marketers the inside track on this sophisticated media channel. Find out why working on search engine optimisation prior to a campaign is so important, how to overlay paid for search onto other media such as TV, radio, direct mail and door drops, and how targeting tools can help boost campaign performance.

In short, a holistic approach is key, especially as a recent panel run by the IAB reveals that offline media such as direct mail drives 67% of searches.