Hannah and Sara put together a view on how teams internally and externally need to be fully integrated in order to achieve a common goal.

1. 4Ps Marketing
#IntegratedSearch

2. Search in 2013
What’s changed?
What’s been the response?
How should you respond in 2014?
Outcome

3. Search In 2013

4. RANKINGS

5. Social
Digital
Advertising
Traditional
PR
MARKETING CHANNELS
Link
Building
Onsite
SEO Email
Marketing
Events

6. Search Agency
Online / Email
Social Media
International teams
Relationship managers / Sales /
Support
Events team
Traditional
PR
Developers
“The customer doesn’t care about team structure. They want
a unified experience.”
Econsultancy’s Digital Cream
TEAMS

7. What’s Changed?

8. Conversational & Semantic Search
Leading With Content
HUMMINGBIRD

9. How? Where? Why? What? When?
SEARCH QUERIES

10. USER BEHAVIOUR

11. What was the response?

12. CONTENT

13. USER BEHAVIOUR

14. Search in 2014

15. MEASUREMENT PLANNING
http://www.youtube.com/watch?v=RJRyYElwNTI
Tracking / Interpreting data

16. Digital
Support
Sites
Social
PPC
SEO
Blog
Content
Solutions
Content
Email
Marketing
Developers
Same Goal “To generate more business” …Why wouldn’t they be
Integrated?
IDENTIFY & COMMUNICATE

17. REVIEW SKILLS GAPS
Company Overview
Easily see a skills profile of your
organisation.
Specific “weaknesses” defined
Within a particular topic, identify
individuals performance and
capabilities aswell as area’s for
improvement.

18. REACH OUT TO ADVOCATES
“We are now 100% focused on
content and experience ideas that
blend paid, earned, and owned
channels. Our biggest challenge is
not in figuring out where to place
ads, it’s in how we stay relevant and
engaging in such a fragmented and
changing environment…”

19. Outcome

20. Search Agency
Online / Email
Social Media
International Teams
Support / Sales
Event
Traditional PR
Developers
INTEGRATED TEAMS

21. Link
Building
Social /
Blog
Digital
Advertising
Onsite &
Technical
SEO
PR
Email
Marketing
Events
INTEGRATED MARKETING MESSAGES
Digital PR

22. 1. Define your audience segments
2. Discuss your objectives – What does success look like?
3. Identify key departments within the business
4. Understand skills gaps within the business
5. Communicate your vision
WHAT CAN YOU DO NOW?