Combination of natural and paid search 'is best'

11th March 2008

Web promotional strategies combining natural and paid search achieve the best results, according to one industry company.

Michigan firm Oneupweb told MediaPost that integration is the next big trend that is going to sweep the marketing world as companies acknowledge the benefits of a blended strategy.

Tim Kauffold, director of business development with the company, explained that cost savings are possible by combining paid search with search engine optimisation strategies.

The advantage of paid search is the ease with which results can be measured and modified, he said.

"Ads are created faster and more inexpensively, and can respond to changing market conditions more quickly," remarks Mr Kauffold.

Meanwhile, SEO is a viable low-cost alternative that can minimise overall campaign budgets and allow firms to enter new brand categories and markets.

In related news, Dr Adam Le Gresley, head of operations with Technology Means Business, has said that no organisation can afford to not have a web presence.