Search and Display — Piece by Piece in 2011

Search marketing has grown into the largest share of digital marketing. This has mainly been due to the fact that it is an auction-based, highly trackable medium with instant gratification and results.

Recent advances in technology have allowed the benefits of display to be more closely aligned to those used in search. A seismic shift happened in 2010 with the attention given to display and Facebook advertising.

Between 2011 and 2014, eMarketer projects online display spending will grow faster than overall online spending — from $9.8 billion to $15.9 billion, with search slightly behind.

Going into 2011, it’s vital that marketers begin to pull together pieces from search and display to build a holistic picture and approach. Here are some notes and tips on search and display for the upcoming year.

Search

SearchPerformance display and search are two pieces of the same jigsaw puzzle and belong together.

Search and display have always had a great relationship. Going back to 2009, numerous studies have shown that after being exposed to display ads, more users have searched for products, leading to an increase of purchases up to 59 percent.

Recent SearchIgnite research has shown that time to convert can decrease by a factor of 5 when search and display campaigns are run in synergy. In 2011, search and display user experiences will begin to converge on SERPs.

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