The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Search Advertising SEO

What is the biggest challenge of search marketing in a multi-platform, multi-device environment?

Author

By Katie McQuater | Magazine Editor

March 20, 2013 | 5 min read

As part of The Drum's first quarterly search supplement of 2013, search industry experts share their insights on the biggest challenges of search marketing in today's multi-platform, multi-device marketing environment.

The Drum catches up with a cross-section of those working in SEO and PPC to establish the key concerns for search marketing at the moment – from cross device tracking to responsive design. The first in The Drum's search marketing series, published online yesterday, explored the changing role of the search marketer.

Paul Martin, SEO manager, Epiphany The biggest challenge is multi-platform attribution modelling. Digital platforms and devices are progressing all the time and we need to be able to understand users, their actions and activities in order to successfully utilise attribution modelling. As a search marketer it is important to understand the behaviour of different types of users, the buying cycle of different products, and have an understanding of the range of internet enabled devices in order to develop a successful multi-platform multi-device attribution model. Without doing so, accurately reporting on the impact different marketing channels are having will be increasingly hard to achieve.

Andy Gaukrodger, search manager, Freestyle Interactive Ensuring that we have an in-depth understanding and insight into audiences, their changing behaviours, their media consumption patterns, and the way they interact on a daily basis with their devices and networks – these insights are ever more important in search.

Tony Booth, senior PPC lead, Stickyeyes The main challenge is understanding which platforms are best suited to which devices and when. We currently live in a dual screen society where users are on multiple devices throughout the day and in some circumstances at the same time. Therefore, it is key to understand how consumer behaviour differs per device, the most cost effective channel to reach your target consumer, and target your service offering in order to maximise the opportunity window you have to obtain new consumers.

Tina Judic, managing director, Found That’s simple: cross device tracking and insight. Ultimately, the ability to join up data from different user sessions, sites and devices and crunch it with the vast amount of data generated by social platforms is a solution everyone is vying for. The companies investing in buying or building software to provide them with an integrated view of all marketing channels will be handing their analysts with the most useful and actionable insight to gain a competitive advantage.

Rob Weatherhead, digital operations director, MediaCom The single biggest challenge and the easiest to pick up is tracking. How do you know what a user’s path to conversion looks like when they may have used four devices in three different locations and there is no way of joining the dots? Google has tried to combat this by launching cross-device tracking for signed-in users, but this is only the tip of the iceberg. This solves the issue if you always sign in on every device to your Google account (Gmail, Google Play, Youtube etc), but how many people do that? If we take not provided data as a guide (the encrypted search data for signed-in users) then you could only expect this to cover a maximum of 25 per cent of people. So tracking is a big issue.

Mike McDougall, head of search, Blueclaw The proliferation of smartphones and tablets, and the different behavioural patterns associated with them means search marketers are going to have to be responsive to data and trends.

Ensuring that your brand has a responsive site in place and is segmenting and adapting its approach across devices is vital to success – simply lumping devices and platforms together means you will likely miss important opportunities.

Jonathan Oates, research and development analyst, Click Consult In organic search, particularly on mobile devices where the results are biased by location, performing consistently well across a variety of platforms will become more difficult. Marketers will need to consider not only multiple platforms but also devices that are aware of their location and create accessible, quality content available on a multitude of platforms aware of their user’s location.

Getting great content to work on multiple platforms is increasing tricky too; an app designed for the desktop is difficult to use on a mobile or single-serving microsites may work well on smaller, touch devices but perform poorly on desktops with retina displays with track pads and mouse pointers.

It’s challenging to build link worthy creative content that works consistently well regardless of the device or its capabilities.

Sponsored by:

Search Advertising SEO

Content created with:

Epiphany

Building brand recognition is what we do. By combining organic search strategies, paid campaigns, engaging social and rich content we get our clients in front of the right audience in the moments that matter.

Find out more

Freestyle

Freestyle is the digital transformation that keeps established brands at the top of their game.

Founded in 1996, the agency works with brands to help them evolve their strategy, digital products and propositions, to create solutions that deliver results for businesses and excellent experiences for their customers.

Freestyle’s recent work includes creating products to facilitate the delivery of 18,000 lockdown qualifications during the COVID-19 pandemic, building and launching a new mobile application for the Caravan and Motorhome Club and designing a new customer experience for Eurotunnel’s Le Shuttle Freight booking process.

Find out more

Stickyeyes

Some online marketing agencies are all style and no substance. Others are so geeky they forget your customers are only human.

We’re relentlessly improving our digital specialisms to provide maximum return on investment, whatever it takes. ROI may be an over-used term, but we’ll never tire of it, because it’s what matters most.

Our approach to digital marketing is made up of the perfect blend of technology, insight and creativity.

Our technology is like no other, with dedicated, proprietary tools that support the creation of digital strategies in organic and biddable media, content and social media. This allows us to remove the guesswork and conjecture in digital marketing, and plot your pathway to success.

We use this data, as well as our leading digital insight and the expertise of our partners in the IPG Mediabrands Group, to devise remarkable creative campaigns, engaging content and intelligent paid activity that are focused on increasing your brand visibility, growing your audiences and delivering results.

We have adopted this approach in more than 20 international markets for some  of the world’s biggest brands, including GlaxoSmithKline, Hilton and Hertz, delivering award winning campaigns that have delivered significant returns on investment.

If you'd like to find out how we can help you grow your revenue from digital, get in touch.

www.stickyeyes.com

0113 391 2929

https://twitter.com/stickyeyes

https://www.facebook.com/Stickyeyes

https://www.youtube.com/user/stickyeyesTV

Find out more

Found.

WE ARE FOUND.​

WE HELP BRANDS GET FOUND ONLINE.​

We’re the digital performance experts who devise and deliver more opportunities for brands to grow online.​

As a dedicated team of digital marketing experts (with specialisms in paid media, SEO, CRO, digital PR, data science, and growth consultancy), we use tech automation, smart data, and human brilliance, to help B2C brands (like PUMA, Fender, Unilever, Secret Sales, and Wowcher) and global B2B brands grow online. ​

We utilise a creative, methodical, and data-driven approach. Our team find untapped and sustainable online growth opportunities for brands of all sizes and have been delivering insanely great digital marketing results for the last 12 years.

Find out more

MediaCom

Find out more

Blueclaw

From SEO, PPC and CRO through to content marketing, and social & PR, Blueclaw delivers a wide range of integrated services – but so do other digital marketing agencies.

It is our relentless commitment to creativity, a complete focus on the commercial goals of clients and the delivery of data-driven strategies that differentiates us, wins awards and secures the profitable results we achieve for the national and international brands that we are proud to work for.

Find out more

Click Consult (Part of Ceuta Group)

Located in North West England, Click Consult is a multi award-winning digital and search marketing agency with a focus on organic (SEO) and paid search (PPC). Part of global consumer brand business Ceuta Group, we have a team of 70-plus specialists and a portfolio of more than 60 clients worldwide.

We provide a range of complementary services, including content marketing, social media and analytics, as well as offering training and consultation to support your in-house team or existing strategy. Our agency is a Google Premier Partner, and a Microsoft Advertising Select Agency Partner.

Click was named both SEO Agency of the Year and Organic Search (SEO) Team of the Year 2020; ranks within Econsultancy’s ‘Top 100 Digital Agencies’, and Prolific North’s ‘Top 50 Digital Agencies’. We’re also a Google Premier Partner, and a Microsoft Advertising Select Agency Partner.

Find out more

Marin Software

Marin Software is an online advertising company headquartered in San Francisco.

Find out more

More from Search

View all

Trending

Industry insights

View all
Add your own content +