4Ps Marketing#IntegratedSearch

Search in 2013

What’s changed?

What’s been the response?

How should you respond in 2014?

Outcome

Search In 2013

RANKINGS

SocialDigital

Advertising

Traditional PR

MARKETING CHANNELS

Link Building

Onsite SEO Email

Marketing

Events

Search Agency

Online / Email

Social Media

International teams

Relationship managers / Sales / Support

Events team

Traditional PR

Developers

Marketing Other

“The customer doesn’t care about team structure. They want a unified experience.”

Econsultancy’s Digital Cream

TEAMS

What’s Changed?

Conversational & Semantic SearchLeading With Content

HUMMINGBIRD

How? Where? Why? What? When?

SEARCH QUERIES

USER BEHAVIOUR

What was the response?

CONTENT

USER BEHAVIOUR

Search in 2014

MEASUREMENT PLANNING

http://www.youtube.com/watch?v=RJRyYElwNTI Tracking / Interpreting data

Digital

Support Sites

Social

PPC

SEO

Blog Content

Solutions Content

Email Marketing

Developers

Same Goal “To generate more business” …Why wouldn’t they be Integrated?

Business Services

IDENTIFY & COMMUNICATE

REVIEW SKILLS GAPS

Company OverviewEasily see a skills profile of your

organisation.

Specific “weaknesses” definedWithin a particular topic, identify

individuals performance and capabilities aswell as area’s for

improvement.

REACH OUT TO ADVOCATES

“We are now 100% focused on content and experience ideas that

blend paid, earned, and owned channels. Our biggest challenge is not in figuring out where to place

ads, it’s in how we stay relevant and engaging in such a fragmented and

changing environment…”

Outcome

Search Agency

Online / Email

Social Media

International Teams

Support / Sales

Event

Traditional PRDevelopers

INTEGRATED TEAMS

Link Buildin

g

Social / Blog

Digital Advertisin

g

Onsite & Technical

SEO

PR

Email Marketin

g

Events

INTEGRATED MARKETING MESSAGES

Digital PR

1. Define your audience segments

2. Discuss your objectives – What does success look like?

3. Identify key departments within the business

4. Understand skills gaps within the business

5. Communicate your vision

WHAT CAN YOU DO NOW?