Slides from the CEO of Latitude, Alex Hoye, presented at the Online Marketing Show in London looking how to integrate search engine marketing with other online and offline marketing channels.

2. Search needs to
integrate on a
bigger stage

3. The Anglian holistic strategy
Direct
Mail/Door PPC
Drops
TV SEO
Holistic
Display &
Press Marketing Affiliate
Strategy
All channels working together for mutual benefit

4. PPC working with other channels
• PPC both drove and captured sales
• PPC was used to test messaging and based on CTR the
messaging was carried through to other promotional activity
Anglian Double Glazing Anglian Double Glazing
Pick & Mix Home Improvements Sale 40% off your home improvements
Which 3 savings will you choose? If we use your house as a showhome
AnglianHome.co.uk/Pick&Mix_Sale AnglianHome.co.uk/Showhome_Offer

5. Creative messaging
<Press
Anglian Double Glazing
Pick & Mix Home Improvements
Sale
ad>
Which 3 savings will you choose?
AnglianHome.co.uk/Pick&Mix_Sale
Maintain consistent messaging to customer

7. Social media & online PR in SERPs
2005 – 20 positions on P1
2010 – 40+ positions on P1
A multitude of related
media content within
Google’s first page

8. Images
Tag them
- Title tag
- Alt tag
Host them on
your server
- Not on image
server
Build a link
campaign
Pictures of:
- products
- events
- launches

9. Video
Video back
catalogue to
create
channel
Results
- Increase page presence
- Improve brand awareness
- Integrate into social media
brand strategy

10. Online PR Increasing prominence
of online PR and social
media within SERP’s
Need to control news
results with release
distribution
Need to monitor
Twitter for real-time
results

11. Social media monitoring
Monitor social networks to
ensure negative mentions
don’t explode on to the
SERPs

12. What’s TV serving up for search?

13. TV & Search in Travel
1300% increase in PPC
brand impressions and
700% increase in clicks
after TV campaign
TV campaign starts
PPC mops up brand clicks from TV campaign
for as little as 1-2p

14. TV & Search in Travel
Cheaper slots later
in the day create
better correlation in
clicks
Expensive GMTV slot Brand Clicks for Operator vs TV Spot Impacts by hour –Jan 15th
doesn’t generate
correlation in PPC clicks
Measure effectiveness of TV slots using click and impression
data from PPC

15. Display and Search...
...they’re starting to appear similar,
and now they should work together.

16. Search techniques are important for brand
CPC CPM

17. More channels are using search techniques
CPC CPM

18. More channels are using search techniques
CPC CPM

19. More channels are using search techniques
CPC CPM

20. More channels are using search techniques
CPC CPM

21. Extending the search
campaign with
What? Why?
● Free & legal music streaming ● Branding
● 10 – 15k new UK users per day ● Drive response and ROI
● Accountability
● Target by
- Age
- Gender
- Postcode
- Day part

22. What we did
Pushed downloads of free 3
day pass
35 downloads in first 3 days!

23. Branded playlists
Increased engagement with
exercise themed branded
playlist
Members could submit favorite
workout tunes to playlist, then
submit to social networks

24. Use the right technology to measure
what’s converting

25. Engagement mapping
Online
video Display
Spotify
PPC Affiliate
SEO
Game, set and match!