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Integrated Marketing – From SEO to TV (by @andybetts1)

8 December 2011 BY

Andy Betts is a well respected marketing expert in the search industry. Because he is not your average SEO he has an interesting take on all matters. A person very fit to write about integration. And he goes all the way, from SEO to TV!

After reading the latest in the State of Search Integrated Marketing series it is clear, beyond doubt, that the online market is shifting rapidly from delivering campaigns in isolation to maximizing revenue for clients and brands alike through integrated approach’s to marketing optimization.

You have seen many a great example of integrated marketing in action in this series. So I am going to go a little leftfield. Whilst marketers get to grasps with the integration and holistic use of search, social, display, and digital marketing channels a huge challenge, often over looked or not addressed, still faces many business owners, agencies, and CEO’s alike – integrating and optimizing talent.

Shape shifting – Online Channels

Like it or not our online ecosystem has fragmented dramatically whilst consumers and brands demand integrated marketing approaches in an age of recession where optimal ROI is their key goals.

Below is just a tiny snapshot of comments, quotes and changes you may have witnessed over the last year.

  • The PPC v SEO debate is subsiding as PPC margins diminish
  • The value of SEO becomes more measurable
  • PPC compliments SEO now more than SEO complimenting PPC
  • SEO is a large part of PR
  • PR is a large part of SEO
  • Affiliate marketing is no longer the standalone channel that is once was
  • PPC, SEO and social media tactics are being used in tandem
  • Facebook advertising is driving display growth
  • Display marketing techniques are begin to use search marketing techniques with real-time bidding
  • Display and search approaches are now working together rather than acting in discord
  • Mobile has become to be a massive part of the search acquisition channel
  • Video and rich media form part of PPC, SEO, social and mobile strategies
  • ECRM and Social CRM refine and revitalize email marketing and marketing optimization techniques
  • Cross channel attribution management and measurement has become essential to all marketers
  • Technology has become the enabler of marketing creativity driven by people

All of the above points highlight that our online marketing environment is constantly shifting and changing in numerous guises. Hence, to integrate and optimize marketing channels you need to integrate and optimize your people, talent, and processes.

For the digital agency – It involves structural changes and adapting to market changes. The focus moving away from using search marketing as loss leading tactics to boost print, TV, and traditional marketing channels. Its not just about integrating on and offline teams. It’s about integrating search, social and display departments, building biddable media departments, challenging your PR division to sit with your SEO team, and building relationships across all your agency functions.

For the independent and specialists – it involves ensuring that you show prospects and clients, not only the value that you bring but also showing how you work with other media channels. That could take the form as simply showing the clients that you don’t just understand SEO, you understand PPC, social media, display and how your solution can lead, complement, and integrate with other marketing channels to meet their objectives.

It could also mean expanding your corporate visions and partnering, working with and integrating with other agencies, freelancers, or specialists that can help you show that ‘added integrated value’ that many a siloed pitch lacks. At the very least make sure you show you show how big a piece of the ‘bigger online picture’ you are.

The whole is more than the sum of its parts

You don’t need to be an integrated marketing agency to be part of an integrated marketing campaign. This is not a generalist v specialist debate. However, when you pitch business, speak at a conference, plan a campaign, submit a proposal I beg you to take into account and present ways and solutions that show how you solution can work with other channels. Present new ideas and don’t be afraid to sacrifice a little margin for longer term, sustainable margin. The client wants to use your specialist skills bit also wants to see how this fits in the online bigger picture. Share knowledge with other marketing channels, not just in your circle of specialists. Your business could depend upon it!

Optimizing people is just as important as optimizing marketing channels. You can’t run an integrated marketing campaign without organizing, changing, and sharing knowledge internally and externally

If you want to be part of the integrated marketing ecosystem then you need to looks at ways to manage your talent and work with other channels rather than against them. It’s not your channel versus the World, SEO v PPC, PPC v Display, Social v PR and so forth……

Clients want to see how your channel operates and how it integrates. An integrated campaign means you have to share knowledge and information not just in your field of specialism, but across ALL on and offline marketing channels, from SEO to TV.

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change” – Charles Darwin

About Andy Betts

Andy Betts has worked in digital and search marketing from its conception in the UK. In the past 11 years his strategic marketing experience has helped formulate business and digital strategy for over £300m of business with many leading global and local brands. His has spent considerable time consulting in Europe, APAC, and in the USA and has worked with many of  the Worlds largest large Global agencies, direct advertisers, and brands. He specialises in helping CEO’s, business ands marketing departments not only grow and manage their growth, but also structure and grow their digital offerings in tandem.

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This post was written by an author who is not a regular contributor to State of Digital. See all the other regular State of Digital authors here. Opinions expressed in the article are those of the contributor and not necessarily those of State of Digital.