Search for Integration: How leading UK brands have delivered success

Today’s presentation

■ Introduction to I Spy■ Optimising the entire customer journey – Jobsite

success story■ Multi Channel Marketing – Links of London success

story■ Conclusion

Clients

Optimising the entire customer journey

Jobsite Integrated Marketing

Search seen as core activity, embedded into 360° media planning

Look, feel, call to action and tone reflected across all media on and offline

Digital budgets aligned with offline campaign timings “lateral keywords” bought in support of TV campaign Massive push to achieve #1 position in natural search

for “Jobs” Sophisticated retargeting used to support search Conversion testing undertaken to improve website

Jobsite Integrated Marketing

TVPress and Outdoor

Jobsite Integrated Marketing

Search

Facebook Advertising

Display & Retargeting

Mobile

Social

Integrated Success

Cost per CV and cost per job application both 78% lower than Paid Search through Dynamically Display Retargeting

Jobsite can increase their search engine visibility by 138% during TV activity

Jobsite can expect searchable CV volume to increase 135% during TV activity

Links key objectives

Take offline messages online Ensure seamless communication across all channels Drive online sales... but also... Drive online customers in store Encourage consumers to order online if out of stock Collect email addresses in-store Make the brand more accessible (iPhone apps) Utilise social media as a customer service channel Support events and exclusives through search and social

Converged approach

Friendship Blitz objectives

‘friendship’ theme to encourage a buzz

Make the friendship bracelet an icon

Increase sales of friendship bracelets

What Links of London did

Eight gnome hunts in the UK over 4 months

Gave away 100’s of bracelets to people who followed clues to find gnomes

Three stages of clues leading to a public place

Email database to recruit ‘gnome hunters’

Facebook & Twitter to give clues

Comical content of gnomes at work on Youtube

The blog to increase content available about the hunt

Paid search

Marketing Channels Links of London used

Links of London Mail Shots

What happened in the online hunts?

Blog Twitter

The bigger picture

Learning from the Gnome Hunt

Online absolutely drives footfall in-store and vice versa

Social channels are invaluable Sale of Friendships have continued to grow and

exceed sales expectations Facebook fans have continued to grow and are

now 37,000+

Giving search the X Factor

Giving search the X Factor

CampaignLaunch

EMEA Retail Jewellery Sales By Week

Conclusion

Use consistent, unified messages across all channels

Schedule search activity to amplify the effect of all other activity and “close the loop”

Think laterally for opportunities in paid search

Optimise social media to amplify the effectiveness of natural search and offline channels

Understand how different devices work together

Ensure you have the analytics and tracking in place to understand how the channels fit together