If a digital planner/buyer notices a significant increase in brand search volume, what should be included in their analysis?

Analyzing a significant increase in brand search volume is crucial for understanding the impact of various marketing efforts. Including cross-channel spending in this analysis is particularly important because it provides insights into how resources are allocated across different platforms and mediums. When brand search volume rises, it can indicate that campaigns in other channels (such as social media, display advertising, or email marketing) are successfully driving traffic and generating interest among consumers.

By examining cross-channel spending, a digital planner/buyer can assess the effectiveness of their overall marketing strategy, determining which channels contribute most to driving brand awareness and search interest. This insight helps in optimizing future budget allocations and enhancing the synergy between channels to maximize performance. Understanding the relationship between cross-channel investments and brand search behavior can lead to more informed, data-driven decisions that align with the overall marketing goals.

Looking into competitor activity, media buying errors, and ad placement quality may also provide useful context, but they don't directly reflect the financial strategy and resource distribution that cross-channel spending analysis does.