Unleashing the potential of 'total' search
The Drum Network meets iCrossing’s head of search, Mark Williams, to discover more on his ‘Total’ approach to Search in advance of a Breakfast Briefing event next week…
What is ‘Total Search’?
Total Search is a holistic approach to search marketing, which considers SEO and PPC as a single channel.
Why is this important?
We live in C2B world, where consumers lead and brands follow, and the brands that succeed are those that take a channel-agnostic, customer-centric approach to marketing. We must plan around people; people don’t distinguish between search channels, they give their business to the first brand that solves their problem.
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Source: The Drum
