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

E

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 770doug.platts@icrossing.co.uk

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