doug platts, head of natural search, integrated marketing search
TRANSCRIPT
![Page 1: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/1.jpg)
Developing your search strategies through an integrated, holistic approach
![Page 2: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/2.jpg)
• The challenges of the digital marketplace
PRESENTATION GOALS
• Key tactics to integrate your digital marketing with Search
• Introduction to iCrossing
![Page 3: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/3.jpg)
![Page 4: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/4.jpg)
Natural Search
Search Marketing
Social Media Monitoring
Display Advertising
Design & Build
Content & Editorial
Creative
Affiliates
Market Research
![Page 5: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/5.jpg)
SCALE, FLUX AND COMPLEXITY
![Page 6: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/6.jpg)
HELLO, I’M HERE!ATTENTION DEFICIT DISORDER
CONSUMERS:
Increasingly sophisticated
Informed decision-making
Empowered to choose
+
+
+
![Page 7: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/7.jpg)
• Increasing pace of technological change
• Everything is connected
• Data is incomplete, change is continuous
• Paradox of information overload creating uncertainty
TECHNOLOGICAL CHANGE & FRAGMENTATION
![Page 8: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/8.jpg)
TAKE THE HOLISTIC APPROACH
![Page 9: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/9.jpg)
THE BUILDING BLOCKS OF SUCCESS
SHARED OBJECTIVES
UNIFIED REPORTING
![Page 10: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/10.jpg)
CROSS-POLLINATE YOUR CREATIVE
![Page 11: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/11.jpg)
COORDINATE LANDING PAGE DEVELOPMENT
![Page 12: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/12.jpg)
BLENDED SEARCH TACTICS
![Page 13: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/13.jpg)
LOCAL BRAND AWARENESS
![Page 14: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/14.jpg)
ON
SIT
E
OFF SITE
Features Feed
Editorial content
Existing content
DEVELOP AN ENGAGING CONTENT STRATEGY
![Page 15: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/15.jpg)
GENERATE LINK GROWTH
![Page 16: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/16.jpg)
UNDERSTANDING SEARCH & SOCIAL
![Page 17: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/17.jpg)
DEMOGRAPHICS
![Page 18: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/18.jpg)
REAL TIME MARKETING
![Page 19: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/19.jpg)
TREND ANALYSIS
![Page 20: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/20.jpg)
COMBINE SEO AND PPC TO MAXIMISE VISIBILITY
COMBINE TACTICS TO PLUG VISIBILITY GAPS
![Page 21: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/21.jpg)
FULL SEARCH ENGINE COVERAGE
![Page 22: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/22.jpg)
FIRST MOVER ADVANTAGE
![Page 23: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/23.jpg)
MOBILE BRAND ENGAGMENT
![Page 24: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/24.jpg)
HAVE A SAFETY NET FOR THE UNEXPECTED…
![Page 25: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/25.jpg)
HARNESS NEW DEVELOPMENTS
![Page 26: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/26.jpg)
RE-ASSEMBLE YOUR (ATTRIBUTION) MODEL
![Page 27: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/27.jpg)
YOUR NEXT MARKETING MEETING
![Page 28: Doug Platts, Head of Natural Search, Integrated Marketing Search](https://reader033.vdocuments.net/reader033/viewer/2022060110/5559e5cfd8b42a39498b4e43/html5/thumbnails/28.jpg)
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