A marketer’s strategic goals have always been dictated by the channel in which the marketer operates. Traditional channels, such as television and print, are used primarily for brand development and consumer influence, while search marketing has been strictly relegated to capturing clicks and driving web traffic.
Those conventions speak to the established roles each channel has historically played. Natural search is expected to solely deliver conversions, while search traffic and other channels are expected to deliver on branding development goals. Similarly, industry research has been equally polarized, producing numerous studies measuring the brand impact of television and print exposure, or taking a search-specific route where research affirms the website traffic benefits of appearing in the search results.