You're facing pushback from traditional marketers on SEM integration. How can you win them over?
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Showcase complementary benefits:Presenting case studies that demonstrate how search engine marketing (SEM) can amplify traditional campaigns can help you win over skeptics. For instance, a synchronized search campaign might increase the recall of a television advertisement, making both strategies more effective.
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Hands-on training sessions:Offer practical workshops to illustrate how user-friendly tools like SEM platforms can be. When traditional marketers get comfortable with these tools through guided learning, they're more likely to see the value and integrate them into their strategy.
You're facing pushback from traditional marketers on SEM integration. How can you win them over?
-
Showcase complementary benefits:Presenting case studies that demonstrate how search engine marketing (SEM) can amplify traditional campaigns can help you win over skeptics. For instance, a synchronized search campaign might increase the recall of a television advertisement, making both strategies more effective.
-
Hands-on training sessions:Offer practical workshops to illustrate how user-friendly tools like SEM platforms can be. When traditional marketers get comfortable with these tools through guided learning, they're more likely to see the value and integrate them into their strategy.
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In my view the first step to integrate SEM with traditional marketing efforts is to align the business focus and put the customer in the center of the decisions because it will make much easier to converge the 2 strategies without friction since they complement each other towards the same goal. For example Nowadays customers are exposed and consume various types or methods of communication that are not limited to SEM or Traditional Marketing Techniques therefore to stay ahead of the curve companies need to adopt an Ominichannel approach to ensure they keep reaching customers either on digital or offline. This is only possible to achieve if the business goals clearly defined and are aligned.
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To integrate SEM with traditional marketing, I focus on demonstrating complementary benefits and measurable impact. I present data-driven case studies showing how SEM enhances traditional campaigns, such as boosting TV ad recall through synchronized search campaigns. I use attribution modeling to illustrate SEM's role in the full customer journey. I offer hands-on training sessions, demonstrating user-friendly tools like Google Ads Editor. I also create integrated reporting dashboards that combine SEM metrics with traditional marketing KPIs, providing a holistic view of performance. By highlighting the synergies and quantifiable results.
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