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November 2011
Marketing Mistake #15: Not Bidding on Your Branded Terms in Paid Search

THE MISTAKE: NOT BIDDING ON YOUR BRANDED TERMS IN PAID SEARCH

THE SITUATION

Marketers are always keeping tabs on their budget to see where they...

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Traditional Media or Digital Media? Both.

By: Kelly Miller
PUBLISHED 11/30/10

It is hard to believe that just five years ago the internet was still considered unchartered territory for a majority of advertisers. In the past three years, the growth in technology and the expansion of targeting capabilities has shifted the internet from the advertising vehicle once known for its direct response opportunities to a strong platform for marketers to build their brands and directly interact with their consumers.

The following brief will discuss marketers’ current media allocation process, the need for an evolution into true integration as well as ideas on how to make this a reality.

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