native advertisingDecember 21, 2012: Didit’s Kevin Lee writes: “Until recently, I was convinced that SEM, SEO, and Social Media management tasks were best performed by specialized agencies capable of devoting a laser-like focus to each discipline. But changes in the marketing environment, as well as the willingness of IT departments to comply with internal marketing directives, have caused me to evolve my views. I’m now convinced that a unified approach to these marketing disciplines, practiced by a team that communicates well, provides more benefits to clients than a piece-meal approach.

This article provides five compelling reasons for clients to contract with a one-stop agency with a holistic approach:

  1. Social media supports SEO. You need good social activity to maintain buzz and get links.
  2. The lines between earned media social and paid media social are blurring. Facebook’s Sponsored Stories ads work best when the brand has interesting things to say and is well-known within the social media ecosystem. So, paid social media advertising is more efficient when the social media strategy and tactics are coordinated with teams that are in regular communications.
  3. Attribution. I barely need to say more. Brands that also invest in early buy funnel (that outdated yet very useful concept) marketing communications get more mileage out of social media and SEM campaigns even with last-click attribution. When digital “marcom” is handled either by a single team with access to all the data on paid and earned media social and search (including SEO), or information is shared freely, the results are better. Access to the full spectrum of marketing data allows for both experimentation and modeling, taking us one step closer to a marketing mix model (including earned social and SEO).
  4. Targeting and audiences. SEM folks understand targeting and the various forms that targeting can take (beyond the keyword). An SEM team understands and can appreciate the differences between search and social media audience targeting and how best to combine targeting options.
  5. Convenience. This seems like a trivial reason, but I’ve heard it far too many times from client-side marketing departments not to mention it. When a client-side marketer has only eight to 15 hours a day to work every repeated conversation about campaigns and their effectiveness, it slows that marketer down from taking on meaningful projects.

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