The "Future of Search Marketing Starts with Content" focuses on how to create a holistic approach to search and content marketing using organic and paid search, content (including social) and analytics for the most optimal campaign performance.
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1. Presented to: Mid Atlantic Marketing Summit The Future of
Search Marketing Starts with Content 24 April 2014
2. 2 Marketing has changed more in the past two years than in
the past 50. Source: CMO.com, September 2013 3. 3 THE MARKETING
TECHNOLOGY LANDSCAPE Source: IBM, 2012 Technology has become the
core of marketing Marketing executives are adopting technology in
key areas: 4. 4 THE MARKETING CLOUD Use marketing cloud solutions
to create and deliver the right content 5. 5 ORGANIC SEARCH
LANDSCAPE The organic search landscape has drastically shifted in
the last year: New algorithms New tools New content types at the
forefront of search visibility How many different algorithm changes
do you think Google had in 2013 alone? 6. 6 ORGANIC SEARCH
LANDSCAPE Source: Custom Content Council Brands invest $44 billion
in content every year 7. 7 ORGANIC SEARCH LANDSCAPE Social channels
are saturated with branded content Consumers have higher
expectations for relevance and quality of broadcast content
Consumers expect real-time customer service via social Consumers
will self-filter content 8. 8 ORGANIC SEARCH LANDSCAPE Only sharing
your own content is a recipe for disaster 9. 9 CONSUMERS AND
RESEARCH Source: eMarketer 58% of Americans research online first
before buying 10. 10 CONSUMERS AND SEARCH Where does the internet
click? 11. 11 THE MULTI CHANNEL CUSTOMER Brands need an integrated,
interactive and dynamic strategy for the multi-channel customer 12.
12 INFORM THE STRATEGY Source: The Atlantic, October 2012 & The
CMO Survey, September 2013 13. 13 INFORM THE STRATEGY Embrace the
demand for accountability by adopting objectives and metrics linked
to overall business goals Understand data explosion: most companies
have rise in data volume by 35-50% every year Investment in
marketing analytics software Data visualization tools Omni-channel
reporting Executive dashboard reports Leverage data across
channels, creative and internal teams Source: The Atlantic, October
2012 14. 14 INFORM THE STRATEGY 15. 15 Thank you. Mike Tirone
Digital Marketing Search & Content Strategist R2integrated |
[email protected]
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