“Why is a communications firm going to a search conference?”
Fair question. After all, we’re better known for our work in PR, design and social media. Search Engine Strategies (SES), on the other hand, has a reputation for all things SEO, PPC and analytics. Different areas of the marketing spectrum for sure, but in reality, areas that are more closely aligned than you might think.
At their core, search, PR, social and design are all pieces of the same digital communications puzzle (see image). They’re not siloed specialties; they’re channels that overlap, interact and influence each other in tangible ways. The world’s most fantastically designed website will fall flat if the right messaging isn’t in place (or a lack of optimization prevents users from ever finding it). And the right PPC ad won’t mean much if conversion-ready traffic comes to your site, only to bounce because of a poor user experience or convoluted story.
That’s why we’re going to SES San Francisco next week – because the integrated nature of digital communications demands that we continually build our understanding of the nuances of each channel and how they interact with one other. We’re constantly striving to learn more because, regardless of how often and how drastically our industry changes, the fundamental objective of digital communications remains the same: to bring together discrete marketing channels – search included – to deliver cohesive, impactful brand messages.
Most importantly, we’re pushing ourselves to be on top of all of these channels because of what brand marketers are saying: According to our latest study with Kelton Research, nearly 70% of CMOs say they feel behind the curve when it comes to digital/interactive media integration. Let that sink in for a second. Seventy percent. That’s huge. That’s a ton of companies missing out on prime opportunities to engage with their customers.
It’s our role, therefore, to know how each channel can work together to maximize influence and effectiveness. Whether it’s site optimization tips, the latest in paid search tactics or cool developments in social/mobile technology, it’s all knowledge that fits into our digital communications wheelhouse, and that’s why we’ll be doing all we can to unearth and share relevant insights with you throughout the conference.
Hope to see you there!