Posts About ‘integration’

An Integrated Approach to Content, Search and Social Media Optimisation

optimize

This Tuesday Lee Odden will join Bas and Roy in the weekly radioshow. Lee was speaking at IonSearch last week and will be speaking at the Fusion Marketing Experience conference in Antwerp. Lee also just published his new book “Optimize“. In this guest post J-P De Clerck takes a look at Lee’s vision integration of content, search and social media.

The integration of various online channels with the consumer and his preferences at the centre, is more than ever a trend this year. It’s also a necessary evolution and often linked to a content marketing strategy. This integration has come about as marketeers are aware of needing to work in a more customer-focused manner and of needing to approach the consumer in which we might call a “holistic” way. This is exactly the focus of the brand new book “Optimize” by Lee Odden.

Lee Odden is the founder of TopRank Marketing and the blog of the same name, which is one of the most visited digital marketing blogs in the world. His company supplies optimisation services to companies such as PRWeb, Marketo, StrongMail and various B2C businesses. (more…)

Integration Series: From Steve Jobs To Social Search

SOS-Integrationseries-oval

In December we have been doing something special on State of Search: we have had a series of guest posts feature on State of Search from several very interesting and very high profiled bloggers and industry celebrities.

The series of guest posts were all around one specific topic: integration. Since marketing these days is all about integrating different channels. We believe that integration is what its all about in 2012. So we decided to ask people to give us their different perspectives on integration. How does search match with social, how does paid match with search, and what about PR and conversion?

The result is a great series of which you can find the intro’s below. So you have a nice overview of what the integration series was all about.  (more…)

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

cloud-andy

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. (more…)

Integration of Marketing Channels – by Kristjan Mar Hauksson (by @optimizeyourweb)

hands-keyboard

The integration series continues with a post from Kristjan Mar Hauksson, the Director of Internet Marketing at NordiceMarketing. Kristjan takes a look at all the channels and how companies should handle them.

Integrated multi channel marketing is not merely a technological issue. It is rather a strategic, evolutionary path that businesses, especially the retailers need to follow to maintain their competitiveness in the market. An integrated multi-channel marketing approach can lead to better customer relationships and dramatically improve operational effectiveness – derived through customer dialogue, advanced data analytics and infrastructure integration.

In today’s rapidly changing and increasingly complex multi channel environment, businesses face the overwhelming challenge of reversing the downtrend in customer satisfaction and improving operational efficiency. They have to respond on several fronts: (more…)

Integrated Marketing: the right blend for success – by James Murray

retailers-YouTube-Experian

Today’s guest post in our integration series in one from somebody who knows a lot more about trends and developments than most of us together, because at Hitwise Experian James Murray must see many many stats who tell him what is going on. He takes part of that knowledge to talk about the right blend of success.

Marketers have been talking about a channel shift in advertising for years now. In September 2009 the Internet Advertising Bureau (IAB) announced the UK as the first major economy where digital advertising spend had superseded TV advertising spend. In some cases this has led to a complete switch of focus towards online advertising at the exclusion of all other channels. I’ve always seen this as a flawed strategy, as truly successful advertising increasingly relies on a blend of integrated marketing channels that complement and enhance one another.

Integrated marketing needn’t be a complicated affair. At the basic end of the scale, distributing existing video content online has the effect of extending the reach of a TV campaign and provides a simple way to bring the content to new audiences. Office supplies chain Viking Direct for example increased its online traffic six-fold by hosting its video advert on YouTube. At the peak of traffic, Viking Direct was receiving nearly four times as many UK web visits as its closest competitor Staples, demonstrating how powerful even a modest foray into online video can be. (more…)

Understand Your Market Before Integrating Your Online Marketing Channels – by Li Evans

market

The “second round” of our guest posts is being kicked off by Li Evans, an old friend of State of Search, has been a guest on our radioshow before. We are very pleased to have her on board. She is going to write about understanding the marketing channels.

There are a lot of ways that marketers can integrate different marketing channels. From email, to social media to search (both PPC & organic) to even affiliate marketing and display advertising, the questions truly become overwhelming if you aren’t looking at data and research to help point you in the right direction. If you are just going by with “what worked in the past” you can find that your efforts are truly falling behind the times and aren’t garnering you any ground in engaging with your customers.

Launching a major integrated marketing strategy without understanding where your customers are, what they like, what are their passion points, what do they consider valuable and in the end, what makes them convert is a useless effort. It’s a lot like playing the child’s game of pin the tail on the donkey where players are blindly trying to put the tail in the right place. Without some sort of guide to lead you down the correct path, pinning down the right tactics will be as hit and miss as that child’s game is. Unfortunately your business really cannot rely on hit and miss marketing tactics for very long. Most companies today need to see results, fast. (more…)

The Steve Jobs Way to Marketing Integration – By Bryan Eisenberg (@thegrok)

steve-jobs-300

I am very proud that honored that Bryan Eisenberg agreed to do a guest post in our special integration series. Bryan is probably one of the smartest and knowledge people I know and at the same time a very nice guy. Bryan is speaking this week at the Conversion Conference in London as well as at Fusionmex this Friday. He decided to look at another great mind to give us an example of how we should look at marketing integration: Steve Jobs.

Do you currently own an Apple product? Better yet – more than one Apple product? That seems to be increasingly common. Have you ever experienced being in an Apple store? There is a reason that they sell up to 10x more per square foot than any other similar retailer. Even their online presence is demonstrating their dominance; they are now the number 2 most visited online retailer in the UK right after Amazon. The secret is an end to end seamless customer experience and equally tight marketing integration. Apple and a tiny handful of market leaders set the standard for your customers’ expectations. The question is – will you live up to it?

Ron Johnson who built Apple’s retail strategy said retailers should be asking, “How do we reinvent the store to enrich our customers’ lives?” Ask yourself: how will you reinvent your business to enrich your customers’ lives? If you find yourself or anybody at your company giggling then you have a propblem. (more…)

“What do I tell my journalism students about their future?”

reporter

Up next in our Integration Series is a very knowledgable lady from the US, Kate Morris. Kate Morris is the Lead SEO Consultant at Distilled in Seattle. She decided to take the integration angle from the journalism view.

A journalism professor at A&T in North Carolina asked a panel I was on that question during Converge South. Too easy, I thought, so I piped up immediately with my answer: brighter than ever before… if they see what talent they have and where it is needed.

The Internet has become the place that most of the younger generation (61% of Gen X) gets their news. The downside to that, of course, is that anyone can say anything online. Zero dollars, a computer and half a brain can get you a blog, so now everyone is a journalist–or are they? (more…)

The Breakdown of Internet Marketing Barriers

seo-v-ppc

It is already the fourth post in the Integration series but only the first male to contribute! Today Raventools’ Taylor Pratt takes the stage. He is looking at PPC, Social Media and Conversion to SEO. 

Over the last year I’ve been so excited to see just how many people are beginning to take a different approach to their online marketing. A holistic approach, if you will. Holistic Internet marketing creates unity between all of your online marketing activities to increase effectiveness and success. Put simply, it’s the best and fastest way for our industry to continue to perform at such a high level.

If you’ve been thinking about ways to unite your various Internet marketing activities but aren’t sure where to start, I thought I’d share with you a few of my favorite holistic marketing strategies I use when marketing Raven. (more…)

The Impact of Social on Search – Integration Series

JC-Penney

In the series about Integration today we look at how Social, Search and Branding influence one another. The post is written by one of the industries young talents Sam Noble, who specializes in exactly this combination.

Before the Internet really began to boom, when we wanted to make a purchase it would involve taking a trip down to our local shopping centre to look around the shops before deciding on what to buy. We relied heavily on the shop assistant to talk to us about the product we wanted to purchase and other than word of mouth recommendation from friends; the shop assistant was ultimately the one who would convince us to buy it.

This process was exactly the same when it came to deciding on signing up to a service, buying a new car, getting car insurance and even something as critical like buying a house!

Now the Internet is at an all-time high and with the introduction of social media over the past 10 years, it is becoming more apparent than ever that all businesses big and small need to be paying attention. (more…)

Echo and amplify your content – The key to integrated search marketing

user-intent-mind

In our guest post series about Integration today we look North to listen to Sara Andersson. Sara focusses on searchers intent and how both search engines and site owners should take that into account.

Many moons ago, when marketers first set out to use search engines as a tool for reaching potential new clients it was achieved using a banner associated with a search phrase (Alta Vista), then later on through a Google AdWords placement. Essentially, it was just another type of media placement to reach the client. It did not understand the searcher’s intent, or for that matter, the impact the searcher had on the actual results themselves.

In those days an integrated marketing campaign was a media mix where focus was on reach, and performance was measured by CTR (Click Through Rates). This is still applicable, but the structures we work within now are different and this presents new opportunities. The key to integrating search marketing (paid and organic) today is not only defining weather it should be TV, radio or print and aligning the communication message, but also take into account the searchers intent and their social activities. As a company you need to give the searchers access to fresh and responsive content in order to rank well both in the organic and paid search listings. (more…)

Looking for a Taxi in Moscow? Try Yandex

taxi-moscow

I don’t know how many of you have actually been to Moscow before or will go in the near future, but apparently getting a taxi in the Russian capital is a big problem. Waiting takes a long time, at least half an hour.

But there is a solution coming for that issue from a surprising corner: the search engine Yandex. Yandex launched Yandex.Taxi, intended to find taxi’s quickly and reduce the waiting time.

Yandex has made a deal with several Taxi service providers and will be looking at their cars and availability. Yandex.Taxi will then send a booking request to the car nearest to the client. Once confirmed “the client can track their taxi right on the city map.”. (more…)

Page 1 of 212