Transition From Search To Discovery Marketing

Users are discovering brands across many types of media, while marketers still focus their acquisition efforts on search. To stay in the discovery path of their multichannel customers, search marketers must broaden their charter to champion cross-channel discovery marketing. This report reminds marketing leaders of the key steps to enable discovery marketing and features a case study of how Red Roof Inn used customer context to evolve its traditional paid search program into a multichannel discovery effort. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.