Businesses operating from serviced offices in Cardiff might want to ensure they use search in their advertising strategies.
This is following the advice of Colm Bracken, group search manager at Microsoft, who claimed this device can amplify other forms of marketing.
He explained people commonly see a commercial on the television that interests them and look up the product on the internet.
From this point, they may visit a store to purchase the brand, as "search drives offline sales", the professional continued, adding that this also applies to radio and other mediums.
He noted there may not be much use in having campaigns to increase brand awareness if there is not also a search strategy running alongside them.
"There's a lot to be said for media driving searches," Mr Bracken declared.
His comments follow research from the Internet Advertising Bureau, which found 99 per cent of firms agreed that their marketing and search policies require stronger integration.
