Think Long Term for Search Customers' ROI
What marketers do know a lot more about is what customers do after buying via search. Take the following example of two customers: The first customer purchases after receiving a catalog; the second customer purchases after receiving a catalog and clicking through a paid search ad. The future behavior of each customer is likely to be different.
Pay close attention to subsequent behavior. Many of the secrets to your multichannel business models are buried in the analysis of subsequent behavior. Research has shown that search customers frequently migrate to other channels, especially in businesses that have a retail presence. The future value of a search customer, across all channels, can be enough to support a more significant investment in search.
So if you're a search marketer stuck at a brand that loves to allocate orders to catalog or email marketing, fight back. Look at what customers who “use” your channel do in the future, and allocate future value back to your channel. This will allow you to more accurately measure return on investment, and likely result in an increase to your search budget.