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Search marketing 'needs to embrace other forms of communication'  The Internet Advertising Bureau has urged marketers to make full use of different methods of communication.
Business leaders need to do more to integrate search marketing with other aspects of communication such as corporate video productions, the findings of a new study suggest.
Research carried out for the Internet Advertising Bureau's Search Marketing Barometer 2010 looked into the potential advantages of search advertising for UK businesses.
The marketing industry body found that 99 per cent of advertising professionals feel that search marketing could be linked more effectively to other aspects of their brands' communications.
However, among the main obstacles standing in the way of this are a lack of funding and a reluctance among colleagues to tap into the advantages of new technology, the study also found.
Commenting, IAB representative and search manager for Sainsbury's Anna Corp stated: "This highlights a need for all marketing teams, not just digital, to understand the opportunity that search offers to support all marketing activity, and we hope that the search industry will continue to support us in this."
Just last month, the IAB's B2B Council launched a new initiative aimed at encouraging firms to make use of search advertising.
Posted by Angela Metcalfe
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