Digital - the New Heart of Marketing; CREATIVE INDUSTRY

Article excerpt

GOLLEY Slater is a marketing company with a 50-year history and a reputation as an innovator, being one of the first advertisers to use television.

It continues to innovate with a current structure that includes advertising, direct, experiential, contact and PR, but as a top 20 UK marketing company with offices in 11 cities, its emphasis on digital now puts it in the Top 10 UK digital agencies. Clients include Business Link, Center Parcs, PC World Business, propertyfinder.com and Reed.

Chief executive Chris Lovell leads the way in placing digital at the heart of all marketing activities. The group has had a digital division for some years but a recent acquisition has swelled a highly experienced digital team to 50 who work on search, planning website and social media.

Mr Lovell said: "Our aim is to come up with innovative solutions that deliver return on investment for our clients - in our words: a return on inspiration."

Digital is a means of data transportation but is proving to be a powerful way to talk to customers, to sell or to inform. Consumers are now living in a three-screen world, television, PCs and mobile phones.

Search

Mark Fagan, director of search, describes the current marketplace.

"There are now over 24 million people in the UK who are using search engines daily via Google, Yahoo! and MSN. It's clear there is a viable business case for search to be an integral part of a marketing plan as it provides a platform for consumers to be able to research, review and compare products or services online."

Search engine results are split into two main areas - natural listings or search engine optimisation (SEO), that generally appear on the left-hand side and form the bulk of the search results and sponsored listings or pay-per-click (PPC) that generally appear on the right-hand side of the results page.

Mark added: "Implementing a combined search strategy that utilises the benefits of SEO and PPC is a solution that every advertiser should consider when planning marketing budgets.

"This can result in more coverage, higher-quality traffic and ultimately lower costs through alleviating an expensive over-reliance on pure PPC activity.

Search marketing is just starting to tap into its potential and provides an additional platform for advertisers to push their products or services.

"By using combined search, some clients reduce their PPC budget by 50%, saving more than pounds 500,000 a year. Other clients saw their PPC and SEO account for an increase in online sales by over 60% affecting the bottom line in one case by over pounds 40m in revenue. We now see search accounting for more than 50% of sales for our clients, a trend we expect to continue to increase by having it at the centre of a smartly-executed through-the-line offering."

Social media

John Kinder, business development director of digital, explains how social media can help businesses and organisations. …