SES Chicago 2013 : Synergy, Not Siloes: Effectively Converging Paid, Owned, and Earned Media

The following is live blog content from Search Engine Strategies Chicago 2013. It is captured on a best efforts basis and should be considered a brief snapshot of what occurred.

Moderator:
Dave Rohrer, Senior SEO Strategist, Covario
Speakers:
Jeff Feldman, Director of Business Development & Strategy, Adobe
Lisa Williams, Director of Digital Marketing Strategy, Search Discovery

First Up – Jeff Feldman, Director of Business Development & Strategy, Adobe

Worked at two SAAS companies previously which is how he ended up at Adobe.

People spend a lot of time at the start of the (customer) acquisition process. Way back when, people had few choices in programs when the Kraft radio hour started. Then more options appeared. That leads us to the same question we have today, “How do I spend my marketing dollars most effectively?”

Nielsen and television came along and changed this. Yet Nielsen was a mere proxy for the true reality.

Most of our current (success) measures are measures of reach, not impact.

Search changed this dramatically. Search is a demand response mechanism. For paid search, uou have a directly measurable ROI. Now search is beginning plateau. Search does not generate demand. It is not a good tool to drive awareness. No system has been able to capture these types of measurements.

We have hundreds of proxy measurements. We know how to drive XYZ. You increase metrics and in one area but unintentionally drive them down in another with that action.

A lot of people say the problem is big data. It isn’t. We have too many factors to organize. We are regressing, not progressing. One customer actually asked me for a “sell more stuff button”.

PR events tend to precedes sales. Just by changing budgets and ways to do it we can make impacts but this is hard to prove correlation and causation.

Machines cannot figure out why we buy something. We need a shift in the industry towards that issue.

Integrated approach is becoming a necessity.

Combined activities are required to be required.

More holistic measures are (still) needed. Exciting times are ahead in this arena!

Lisa Williams, Director of Digital Marketing Strategy, Search Discovery

Integrate by identifying best problems solvers for the business problems

Integrate by leveraging strategies/services necessary to achieve that goal?

Integrate by starting with measurement – What do we care about?

Integrate with people

Integrate with problem solving

Integrate collaboratively

Integrate around innovative marketing tooling

Integrate around systems

Integrate around methodology

Integrate with leadership

Integrate around your “Why”

Integrate Budget and Results – Too much is spent on PPC, not enough on organic

Integrating around processes, tooling and most importantly people!!!

This is live blog content from Search Engine Strategies Chicago 2013. It is captured on a best efforts basis and should be considered a brief snapshot of what occurred. This was guest blogged by motivational business keynote speaker David Dalka.

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