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Putnam Investments was recently named 2009 top mutual fund family by Barron’s/Lipper. This is part 1 of a two part case study on how Putnam is leveraging that #1 ranking in their integrated search marketing to see if we can all learn a thing or two.

Read on to see where Putnam has either excelled or fallen short of a great integrated search marketing opportunity.

Part 1) Initial Discovery:

My initial discovery of Putnam’s 2009 award was on the Barron’s site. Once viewing the preview article, I thought Putnam did a great job leveraging two Doubleclick online display ad banners, which drive people right to their Mutual Funds landing page with a content highlight on that landing page reinforcing the #1 ranking by Barron’s.

Dual Putnam Advertisements in Barrons

Excelled:

• Good use of integrated display ad banners on Barron’s site
• Good use of referral id coming from Doubleclick ad banners
• Good landing page optimization with the ranking highlighted front and center

So far, do you think Putnam has done well or fallen short? Be sure to comment below!

Proceed to check out Part 2 of this case study, which describes the subsequent search response to the Putnam display ad banners in the Barron’s article,  as well as the case study summary.