What's the right mix? We are often asked this question of digital marketers. And as you may expect, it depends...on our client's goals and objectives.

The right mix of integrated digital marketing tactics - specifically organic, paid search, and online display advertising - can produce measurable lift in brand, likelihood to purchase and likelihood to visit a company's website, according to a Digital media study by iProspect and comScore. 

Not surprising, paid search produces the highest individual lift for all three categories, but specific mixtures of integrated digital marketing assets have a great effect on a digital marketing campaign's success. 

Here are the nuggets:

Brand Favorability - The most effective integrated digital marketing for brand favorability is organic plus paid search, producing a 40% lift.

Likelihood to Purchase The most effective integrated digital marketing tactic is organic  plus paid search, increasing probability to purchase 73%.

Likelihood to Visit a Website For likelihood to visit a website, the most effective integrated digital marketing tactic is organic  plus display, producing a 32% lift.

The Key Findings were:

  • Paid  impressions have the greatest impact on brand lift, both alone and in combination with other digital marketing assets.
    • In aggregate, paid results generate 44 percent increase in probability to purchase.
  • The integrated digital marketing tactics of paid + organic  impressions produce the strongest results across most of the metrics measured.
    • In aggregate, paid search + organic net a 73 percent increase in likelihood to purchase.
  • Online display advertising is also effective at producing  lift, but makes its strongest contribution when integrated with search engine results. This combination produced a surprisingly high lift.
    • In aggregate, organic + display ad impressions net a 16 percent increase in intent to purchase.