Doug Brutlag 2011 Bibliographic Search Doug Brutlag Professor Emeritus of Biochemistry.
Doug Platts, Head of Natural Search, Integrated Marketing Search
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Developing your search strategies through an integrated, holistic approach
Transcript of Doug Platts, Head of Natural Search, Integrated Marketing Search
Developing your search strategies through an integrated, holistic approach
• The challenges of the digital marketplace
PRESENTATION GOALS
• Key tactics to integrate your digital marketing with Search
• Introduction to iCrossing
Natural Search
Search Marketing
Social Media Monitoring
Display Advertising
Design & Build
Content & Editorial
Creative
Affiliates
Market Research
SCALE, FLUX AND COMPLEXITY
HELLO, I’M HERE!ATTENTION DEFICIT DISORDER
CONSUMERS:
Increasingly sophisticated
Informed decision-making
Empowered to choose
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• Increasing pace of technological change
• Everything is connected
• Data is incomplete, change is continuous
• Paradox of information overload creating uncertainty
TECHNOLOGICAL CHANGE & FRAGMENTATION
TAKE THE HOLISTIC APPROACH
THE BUILDING BLOCKS OF SUCCESS
SHARED OBJECTIVES
UNIFIED REPORTING
CROSS-POLLINATE YOUR CREATIVE
COORDINATE LANDING PAGE DEVELOPMENT
BLENDED SEARCH TACTICS
LOCAL BRAND AWARENESS
ON
SIT
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OFF SITE
Features Feed
Editorial content
Existing content
DEVELOP AN ENGAGING CONTENT STRATEGY
GENERATE LINK GROWTH
UNDERSTANDING SEARCH & SOCIAL
DEMOGRAPHICS
REAL TIME MARKETING
TREND ANALYSIS
COMBINE SEO AND PPC TO MAXIMISE VISIBILITY
COMBINE TACTICS TO PLUG VISIBILITY GAPS
FULL SEARCH ENGINE COVERAGE
FIRST MOVER ADVANTAGE
MOBILE BRAND ENGAGMENT
HAVE A SAFETY NET FOR THE UNEXPECTED…
HARNESS NEW DEVELOPMENTS
RE-ASSEMBLE YOUR (ATTRIBUTION) MODEL
YOUR NEXT MARKETING MEETING
THANK YOUDoug Platts, Head of Natural Search
+44 (0) 1273 827 [email protected]
Some images in this presentation were kindly supplied courtesy of Flickr and its users
www.iCrossing.co.ukhttp://connect.icrossing.co.ukhttp://twitter.com/icrossing_uk
