Building an Integrated Digital Powerhouse
For our last Data-Driven Digital community webinar, we spoke to Heather Physioc at VMLY&R about building an integrated digital powerhouse and got lessons from merging an organic, paid and content practice. Search and other digital marketing channels can’t live in a silo - yet nearly every company struggles to break down the walls between disciplines. In order to be its most effective, search and digital teams have to collaborate successfully across paid, organic, content and more. Get tips for integrating and collaborating from the hard knocks and learnings through merging an organic, paid and performance content team into one unified Discoverability group. Find out how VMLY&R went from three teams of individual experts to one integrated Discoverability powerhouse, and learn from their mistakes and wins as you apply the principles in your own company.
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Building an Integrated Digital Powerhouse
- 1. BUILDING AN INTEGRATED POWERHOUSE Lessons From Merging Organic Search, Paid Search & Performance Content Heather Physioc
- 2. VMLY&R / SB Customer Experience / INTRODUCTION / Hi, I'm Heather! • Group Director of Discoverability at VMLY&R, a global agency creating connected consumer experiences • Our Organic Search, Paid Search and Performance Content teams have 35 experts in 3 disciplines in 6 offices in North America • Bachelor of Journalism, University of Missouri; Executive MBA, Rockhurst University • Adjunct professor of Digital Marketing in the KU School of Journalism Masters program • International search industry speaker and writer • Kansas City native, mountain hiker, travel enthusiast, dog mom
- 3. A FEW OF OUR CLIENTS
- 6. Paid Media & Display Social Media Public Relations Organic Search Connections Department Paid Search
- 7. Paid Media & Display Social Media Discoverability Public Relations Organic Search Connections Department Paid Search Performance Content
- 8. NOW WHAT DO WE DO?
- 12. PAID SEARCH INTERDISCIPLINARITY ORGANIC SEARCH PERFORMANCE CONTENT Hello, competitive advantage!
- 15. TOUGHEST LESSONS
- 16. FROM SAYING IT TO DOING IT
- 17. RISK OF BECOMING LESS AGILE
- 19. NEGOTIATING ROLES & DEFENDING TURF
- 21. CHANGE FATIGUE
- 22. BIGGEST GAINS
- 23. CROSS-SELLING & UP-SELLING Revenue 2014 2015 2016 2017 2018 2019 2020 (Proj) Organic Search Paid Search Performance Content
- 24. CROSS-SELLING & UP-SELLING 16% 35% 49% Just One Team Two Teams All Three Teams
- 25. SPEED & SCALE REACH NEW LEVELS
- 26. KNOWLEDGE SHARING BECOMES SECOND NATURE
- 30. NEW CAPABILITIES EMERGE AT INTERSECTIONS
- 32. HOW YOU CAN DO IT, TOO
- 33. BUILDING THE WORLD’S MOST CONNECTED BRANDS STARTS WITH CONNECTED TEAMS.
- 37. IMPLEMENT CHANGE JOINTLY & STEADILY
- 41. Ecomm Roadmap Ecomm Content Planning Content Development Organic Search Assessment Performance Content Audit Variant Mapping Brand Store Strategy Basic Content Basic Imagery Search Primer Enhanced Content Keyword Research Paid Placement SKU/UPC Prioritization Product Bid Strategy Placement ROAS OUR APPROACH TO ECOMMERCE DISCOVERABILITY
- 45. CREATE A CULTURE OF FEEDBACK
- 48. BIG TAKEAWAYS
- 49. THE COMPETITIVE ADVANTAGE IS REAL
- 50. THE CULTURAL SHIFT IS WORTH IT
- 51. IF IT WERE EASY, EVERYONE WOULD DO IT
- 52. THANK YOU
- 53. THANK YOU