First up, an apology. This is less of a informative post and more of an open-ended question to all marketers, and not necessarily for just those that focus on online or search marketing. I’m looking at brand, budget, media and ROI. And testing. Lots of testing.
Being an SEO at OMD, a full service media agency born from a purely offline media buying and planning service, for the past 11 months has been an eye-opening experience. Only half the people in the agency work in “digital”, so getting down on a campaign level as far as ”search” or even more granualar “SEO” can be tricky. I hold my hands up, I understand next to nothing about how offline or “above the line” marketing works. It’s too easy to become siloed and work almost completely separately. You get so used to assuming that my link building has no relation to their outdoor advertising that integration is something that needs hard hard work, daily hard work, in order to make it happen. (more…)