An Integrated Marketing Blueprint to Grow Sales & ROI in 2014

For many brands, SEO, social media, email marketing, conversion, content marketing, mobile, and website design and development have been approached as independent practices for many years.

While some have always approached the digital space with a marketing perspective – applying marketing fundamentals to drive strategy, implementation, and measurement – many have handed off the strategic implementation of each channel to its perspective implementer.

As the lines blur between website user experience, publishing content, sharing on social media, and optimization for search and visibility across devices, marketers are being forced to go back to their roots. They must create, manage and own the complex multi-channel, integrated strategy.

SEO (search engine optimization) is of no value if what is being optimized doesn’t serve the customer in their quest for answers, solutions, and deals.

Because search engines care more about delivering the best result to those searching, brands shift their focus toward providing quality and relevant answers. Marketers must shift their thinking from keywords to context when developing pages, posts, updates, and conversations that put the brand in the path of customers.[…]

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