Gartner Research

What Search Advertising's Evolution Means to Multichannel Marketing

Published: 03 August 2018

ID: G00361062

Analyst(s): Ewan McIntyre , Mike McGuire


Search advertising is a well-established medium because of its continued relevance across all phases of the customer journey. Marketing leaders overseeing search on multichannel teams should regularly evaluate strategies and tactics to ensure aging approaches are retired and tools are up to date.

Table Of Contents
  • Key Challenges



  • Prioritize Search Advertising as a Key Strategic Medium, Not a Hygiene Factor
    • Recommendations
  • Review Your Tooling
    • Recommendations
  • Integrate Your Paid Search Activity Across Campaigns and Channels
    • Recommendations
  • Build the Right Budgets
    • Recommendations
  • Think Mobile and Local
    • Mobile Usage Drives New Emphasis on Location
    • Recommendation
  • Track for the Adoption of Voice and Visual Search
    • Recommendation

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