Beyond Digital Marketing Services and into the Data-focused Solutions Frontier: Part 1

by Jun 4, 2018

In a rapidly changing industry where data has never been more abundant or accessible, do you have solutions in place to focus data to your advantage?

The whole reason I joined Search Discovery is because we engage clients at every stage of data enable­ment, includ­ing strat­egy, imple­men­ta­tion, busi­ness exper­i­ments, opti­miza­tion, and orga­ni­za­tional change manage­ment. We don’t just respond to clients’ needs with a service; we create data-focused solu­tions. And our solu­tions enable more effi­cient oper­a­tions, clear busi­ness insights, and improved deci­sion making across entire orga­ni­za­tions.

Think­ing that, writing that down, and saying it out loud feels good! As the Digital Market­ing Prac­tice Lead at Search Discovery, this approach is what gets me out of bed in the morning and makes me want to charge towards my day to day. Notice that I didn’t mention that Search Discovery is a “Digital Market­ing Services” Company. That’s by design. We are heavily focused on digital market­ing, but we are going about it a bit differ­ent than the norm.

I have spent my career to date diving into, build­ing, and constantly refin­ing in-the-weeds digital market­ing strate­gies on behalf of clients and would-be-clients alike. I love it. I love the chal­lenge that each complex oppor­tu­nity presents to me and my team, because no two solu­tions are ever iden­ti­cal. We don’t live in an “out of the box” solu­tion indus­try. If we did, would it be as reward­ing? Perhaps for some, but not for the gritty, seasoned, and hungry vets who enjoy blowing up what we thought would work and start­ing over based on shift­ing brand strate­gies or the indus­try dictat­ing change.

Change is inevitable and, over the years, we as Digital Marketers have had to react to a bevy of unprece­dented advances, includ­ing: search engine mergers, forced “enhanced” mobile adoption—despite the indus­try not being univer­sally prepared with mobile ready sites—ad copy options that nearly took up the entire SERP, and, of course, that time when the giant of the indus­try started to encrypt keyword search data…These types of changes force the indus­try to react, but at Search Discovery we are making changes proac­tively.

We are working to strip down the walls, not only those between disci­plines, but also those between our unique service offer­ings in order to bring the right “solu­tions” to our client part­ners. Our team of Digital Market­ing profes­sion­als are evolv­ing from the multi­fac­eted blend of the Digital Media, SEO, and Content experts that they have been, into data focused and trained experts. We do not want to rest on the laurels of our stan­dard digital market­ing certi­fi­ca­tions and knowl­edge. As an example, we now require that every team member is certi­fied across the rele­vant and indus­try leading Data Visu­al­iza­tion tools that our Busi­ness Intel­li­gence Team utilizes. Addi­tion­ally, we are evolv­ing and certi­fy­ing across the major site analyt­ics plat­forms in order to not have to rely on our Analyt­ics Team to implement/QA our efforts, or check site-wide tagging if an alert goes off at any time (espe­cially during a high volume peak season). We want to not only build great strate­gies but to also make sure that our team under­stands the how and and why behind them, for the better­ment of our clients’ and part­ners’ busi­ness goals and objec­tives.

The days of relying on numer­ous team members with niche exper­tise is ending. If your brand, or your service agency cannot answer the “in the weeds” ques­tions on your stan­dard status calls without bring­ing in “that person” for your inquiries as a follow-up, you should eval­u­ate if your level of service and support is keeping up with the pace of this speedy indus­try.

You deserve a team capable of analyz­ing and acti­vat­ing the exten­sive data that presents itself from the qual­i­ta­tive and quan­ti­ta­tive research of your site, its visi­tors, and your specific indus­try research. Impact should be made through exten­sive data analy­sis that helps to map out audi­ence search behav­ior, as well as their trig­gers, outside influ­ences, prior­i­ties, and concerns.

At Search Discovery, these insights are foun­da­tional to the work we do to build targeted expe­ri­ences to further connect with customers in their current and future moments of need. We would love the oppor­tu­nity to work with you and show you our deep consid­er­a­tion of all aspects of the digital ecos­phere. Contact us here to see how we can work together.