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Digital Channel Integration from bigmouthmedia

Digital Channel Integration from bigmouthmedia

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Published by bigmouthmedia
A look at digital marketing across multiple channels.
A look at digital marketing across multiple channels.

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Published by: bigmouthmedia on Sep 06, 2011
Copyright:Attribution Non-commercial

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09/06/2011

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An LBi/bigmouthmedia White Paper
 June 2011
When 1+1 is more than 2.
Blending:DigitalChannelIntegration
 
Adam Russsell
Media Account Director, LBi
A lot o agencies want to saeguard their own patch. From mypoint o view, I have always believed in doing what is right or the client. The vital thing is that the client always has a clear picture o everything.”
 
 
LBi/bigmouthmedia
3
Specialists, clients and a twist in the integration story
The steady emergence o individual digital channels intopowerul marketing tools owes itsel in each case to thespecialists who have mastered them, rened them and stretchedtheir possibilities.Over the years, experts in SEO, PPC, display, aliate marketingand, more recently, social media, have rightly lobbied marketersto treat theirs as a complex discipline that requires single-minded attention and its own budget. As a result, many clientsretain a variety o digital agencies to manage dierent aspects o their online marketing.When agencies work closely together and strategy and data areshared, such an arrangement can work. But amid an increasingawareness o the inter-dependence o these channels, brandsare looking aresh at their agency relationships as they attemptto nd a clear overview o their digital activity.Since long beore the dawn o digital, integration has been acyclical trend in media circles, where networks have grown anddiversied and marketing directors have consolidated specialistaccounts within a single group. Ater a period, the reverse trendkicks in and the specialists rise again.A version o the integration trend is beginning to take place indigital, but with a twist that suggests it may be a one-way move.
Part One:Executivesummary
BLENDING: DIGITAL CHANNEL INTEGRATION
When 1+1 is More Than 2
Case study
The online legal client
 SEO, PPC and display
Story
Working closely with SEO to identiy core terms -initially targeting with PPC as SEO rankings improved, thenreducing the PPC ocus, then moving onto another set o terms.
Benefts o blending
The ability to react across thechannels to any shiting results to make sure value wasmaximised. Also budget exibility: when the SEO/link-building work produced particularly strong results, budgetwould be re-allocated to display.The eect o PPC and display on SEO was that long-termstrategies were kept sae in the knowledge that otherchannels could react quickly where SEO could not. Thosechannels could capitalise in an agile manner on a suddenincrease in will-writing, leaving the SEO team to ocus ongetting good content up ast.
Results
42% increase in top 10 positions or keywordstargeted during link-building campaign in 5 months and a86% increase in organic trac in the same period.

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