Jason Butcher

Spark Something – Driving Search Demand… and Ignoring SEO

As companies become more and more comfortable with search as a marketing medium, we’ve seen increasing numbers of ATL (above the line, or TV, radio, press, outdoor or cinema) advertising campaigns utilising a search based call to action either instead of or in addition to a web address. The attraction of this approach is obvious; telling people what to search for is a lot more memorable than having them remember a web address – even a short “vanity URL” – and makes the marketing approach more interactive (“pull” rather than “push” marketing). Obviously this only works well if you can be sure of capturing as much of the resulting search traffic as possible. That means bidding for position using PPC and ranking naturally as well – something which is very easy given the long lead times that these ATL campaigns have and the (usually) uncompetitive nature of the terms in…

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