I'm right in the middle of researching Forrester's Interactive Marketing Forecast -- our big sizing report which forecasts spending in different interactive channels five years into the future. In addition to leveraging a quantitative study of marketers (which some of you helped with -- thanks!), I'm also conducting a series of interviews with media providers, vendors, agencies and interactive marketing experts to help me prioritize trends and build out an accurate market sizing.
Last week as part of my research I spoke to Jim Nail, ex-Forrester analyst and current CMO of TNS Media Intelligence/Cymfony and Jeff Lanctot, VP of Media and Client Services for Avenue A/Razorfish. Both independently mentioned a key theme defining the future of interactive marketing which I've been noodling on since my conversations with them. I'm paraphrasing a bit, but the theme is that of immersive marketing -- that is the idea of creating marketing programs that:
Create a cohesive and all-encompassing experience across any channel where the customer is.
I've had a number of recent client inquiries about search engine optimization (SEO), so I thought it would be worth sharing some of the best practices I've assembled.
First off, just a little color on the role SEO is currently playing in the search marketing landscape. I always recommend investing in SEO before paid search because it: 1) http://www.forrester.com/Research/Document/0,7211,39441,00.html one-time investment (although you'll have some cost for ongoing maintenance of your site once you get it optimized) that continues to pay off for years and 2) It takes a few months to get your site optimized and start seeing results. So get your SEO started, buy some paid search ads to drive immediate traffic and test keywords, and in 6 months or so, you should have enough data and experience to have some pretty good integrated SEO/SEM programs running together.