Burns says there has been little research done on the brand impact of search marketing campaigns but that marketers must learn to consider what happens to people that see a search listing but don't click on it.
Following research conducted by Google with Jupiter Research in the US, she says that the impact of search on people's buying habits, whether online or off, indicate that search is an integral part of a consumer's interaction with a brand.
She adds: "Some online marketers forget branding's importance as a search engine marketing component. When they regard search advertising as direct-response marketing -- as they often regard all online marketing -- they believe they save money by paying only for conversions. They don't realise how much greater clickthrough and conversion rates would be if their brands were recognised and trusted by that same search audience."
Burns is one of an illustrious group of speakers at the Integrated Brand Building one-day conference taking place on March 18 at the Dorchester Hotel in London. She is joined by, among others, Andrew Hart, managing director of Associated New Media, Jamie Galloway, digital media director of the COI, and conference chair Richard Eyre, chairman of the Interactive Advertising Bureau.
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