I think we can all agree that an evergreen approach to search marketing is ideal. However, as episodic events present themselves it is important to strategize accordingly. For instance, launching a DTC campaign will create online buzz (we hope). We need to plan for queries and query volumes created by this DTC campaign. A second example, a topic on Oprah’s show is breast cancer; invariably query volumes rise dramatically after such episodes. A third example, a press release announcing a second indication for your drug will generate increased query volumes.
Therefore, the orchestration of the various aspects of your communications must be in concert. Did I tell you I played “thirds” clarinet in junior high school? The best performances in this arena are by those who include search marketing in their communication tactics with these often disparate entities. Call your search vendor!
