In the context of an evolving search landscape and multichannel environment, retailers need to re-evaluate the information they include in a brief when sourcing a search agency.
This article explores firstly why the search marketing brief needs to evolve before providing practical advice on what retailers should include in it.
Search remains a critical component of a retailer’s online and wider multichannel strategy. One might argue that it feels almost ‘old hat’ when pitted against new and exciting mediums, such as social media and mobile.
However, search engines remain the number one route by which ‘qualified’ prospects begin their discovery of a brand or product.
Yet the discipline has evolved significantly.