Search as part of marketing channel

It is not effective for companies to invest all their marketing budgets in
search. There needs to be some level brand awareness when there are so many
brands competing.
a.. “It’s becoming increasingly difficult to run a PPC campaign in
isolation.
b.. “If they switched off TV campaigns then brand search will plummet.”
c.. Search needs to be “a cog in the system”.
From e-consultancy roundtable

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