The best advertising campaigns are those which present consumers with a relevant message at every level of the decision-making process, it has been noted.
Sector commentator Nick Drew makes his comments on Microsoft‘s adCenter online community, explaining this does not necessarily mean marketers have to spend more on each campaign.
It has more to do with thinking carefully about which web elements – such as search, social media or display ads – to include.
He explains to get the most out of a search strategy, marketers should consider running a complementary display plan to drive customers to their search keywords.
"And every display campaign should have a well-executed search element to convert consumers’ interest to action," Mr Drew concludes.
In other news, social networking site MySpace has announced the public beta launch of its advertising platform MyAds, which president of sales and marketing at the company Jeff Berman described as a "direct marketer’s dream".
"We’re giving businesses better ROI ASAP and in today’s economy, that’s a must-have," he added.