Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Digital Channel Integration from bigmouthmedia

Digital Channel Integration from bigmouthmedia

Ratings: (0)|Views: 121 |Likes:
Published by bigmouthmedia
A look at digital marketing across multiple channels.
A look at digital marketing across multiple channels.

More info:

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


Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less





An LBi/bigmouthmedia White Paper
 June 2011
When 1+1 is more than 2.
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.”
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
When 1+1 is More Than 2
Case study
The online legal client
 SEO, PPC and display
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.
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.

Activity (2)

You've already reviewed this. Edit your review.
1 thousand reads
1 hundred reads

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->