Funding both search and display media on reatiler.com is critical to delivering the full conversion strategy.
If a marketer only invests in display or social media, the brand creates awareness but risks losing conversion to competitors who dominate the search space. On the flip side, if only search is funded a brand competes for existing demand which is expensive and limited. The best strategy is to fund both display and/or social and search tactics to create AND capture demand for a full funnel approach that maximizes ROI and market share.