It’s no secret that we live in a world where every consumer is connected to multiple devices daily. In fact, the average household now has over seven active devices in use each day1. With an increase in consumers’ multi-device activity, agencies must vigorously deploy communications strategies with multi-channel marketing in the foreground.
Here at AUDIENCEX (and likely every agency that offers paid search) we often hear the concern from clients that paid search campaigns that bid on branded keywords are in effect “cannibalizing” clicks. Meaning, why should they pay for traffic that would otherwise occur “organically”?
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