PPC, Branding, Content, and SEO
Snickers’ ad agency put together am amazingly creative PPC campaign. They compiled a list of the top 500 most commonly misspelled words in search with the help of Google (as usually Google Adwords automatically corrects misspellings and it is against the terms of service to deliberately target misspelled words) and used an algorithm to generate 25,381 different misspelled words. They used these terms to create a ”
To say that the SEO industry has changed would be considered a massive understatement. In previous years, for a site to excel in the SERPs (search engine results page), it needed a few key important ingredients:
- A strong technical foundation, with a crawlable and clean information architecture (that also contained a clear internal linking structure)
- The strategic use of target keywords on the page and in the URLs
- Key links with targeted anchor text
Now, the rules have simply changed. Not only are the SERPs displayed differently depending on the user’s specific search query (Dr. Pete’s Mozcon presentation pointed out 85 different, distinct features in the SERPs from knowledge graph to the related search carousel), but our day-to-day roles have changed. We’re now supposed to be knowledgeable about UI/UX, branding, PR, responsive design, international considerations, content strategy/design/implementation, social media, structured data, local SEO, authorship markup, CRO, analytics… the list goes on and on. The reality is that it will always be important as marketers to have a high-level understanding about each of these different disciplines and how they should work together. However, it is impossible to be specialized in all of them. Many of the specialties above have been established industries for quite some time, and like SEO, they have improved and matured. In essence, we need to learn how SEO can integrate itself in a meaningful way with other marketing divisions, or in simpler terms, leverage integrated marketing.
Image courtesy of Mozcon
Why Integrated Marketing?
Integrated marketing is the strategy and implementation of leveraging and unifying different marketing activities. The overall purpose is to complement and reinforce the overall impact of each of these marketing methodologies, so that the marketing process is not only more consistent across different mediums, but also more effective in meeting marketing objectives and increasing a business’s bottom line.
In terms of the industry, here are some statistics on overall digital marketing spend as compiled by Gartner in 2012.
- Companies in different industries spend an average 2.5% of their annual revenue on digital marketing.