Specialists, clients and a twist in the integration story
The steady emergence o individual digital channels intopowerul marketing tools owes itsel in each case to thespecialists who have mastered them, rened them and stretchedtheir possibilities.Over the years, experts in SEO, PPC, display, aliate 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 dierent 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 aresh at their agency relationships as they attemptto nd a clear overview o their digital activity.Since long beore the dawn o digital, integration has been acyclical trend in media circles, where networks have grown anddiversied and marketing directors have consolidated specialistaccounts within a single group. Ater 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.
BLENDING: DIGITAL CHANNEL INTEGRATION
When 1+1 is More Than 2
The online legal client
SEO, PPC and display
Working closely with SEO to identiy 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 shiting 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 eect o PPC and display on SEO was that long-termstrategies were kept sae 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 trac in the same period.