40+ Ways to Improve Your Digital Strategy in 2014, Part Three

content marketing, content strategy, facebook, social media, social media analytics, Social Media Marketing

April 2, 2014 by

The Online Marketing Institute's Annual List of Top Digital Strategists Share Their Best Advice for Driving ROI.

Welcome to part-three of the top digital educators series. This part is focused on digital marketing as a whole, including data, search, and integrated strategy. If you missed part one and two, read about what top OMI strategists had to say about the future of social media, and part-two focused on best practices for B2B marketers in 2014.

To help marketers discover new opportunities for driving ROI, the Online Marketing Institute identified the top 40+ digital strategists, and asked them for their best advice for 2014. These are the digital leaders that are:

  1. Embracing the latest integrated digital strategies and technologies
  2. Advancing the industry through education — speaking, blogging, and teaching
  3. Driving game-changing results for their clients and organization



26. Focus on a user-centric approach

"The focus on a user-centric approach in marketing has never been more important than now. Yet it remains a formidable challenge for marketers to measure the effectiveness of their marketing initiatives in today’s always-on world. Here are some pointers to attain actionable insights, in our multi-channel/multi-screen world, on how your prospects interact with your brand, how you convert these prospects into customers, and how to retain your most profitable customers:1. Focus on your Key Performance Indicators (KPIs) and know your customer segments. 2. Measure across channels, especially upper funnel activities and their impact on awareness and engagement. 3. Pay keen attention to your personas and content consumption, 4. Finally, tie all of the above to outcomes and conversions, that’s what really matters!"

– Feras Alhou, E-Nor, Inc.

Feras Alhlou is the principal consultant and co-founder of E-Nor, Inc., a digital analytics and marketing optimization firm serving some of the world’s most recognized brands and is a leading authorized reseller of Google Analytics Premium. Feras is a blogger and a frequent speaker at industry events including eMetrics, Google Analytics User Events, Tableau User Conference and others. He is a Certified Web Analyst and a co-chair of the Digital Analytics Association (DAA) San Francisco Bay Area chapter.

27. Start with a face-to-face connection

"Digital Marketing is often thought of as a replacement for advertising. If you really want to make the most of your digital communications, start with a face to face connection, and continue the conversation online. You can do that through networking, presentations, workshops and simple coffee meeting. True, you can't meet everyone, but for the ones you do meet - Digital Marketing truly enhances those connections."

- Brian Basilico, B2b Interactive Marketing, Inc.

Director of Directions at B2b Interactive Marketing, Inc., Brian Basilico is a nationally recognized speaker, author, trainer and adjunct professor. He brings over 30 years of marketing experience to his award-winning Internet marketing company, B2b Interactive Marketing, Inc. Brian is a syndicated blogger, and has been featured as a guest expert in Entrepreneur and Inc. magazines, as well as various news articles, radio shows, and podcasts.


28. Create a digital marketing roadmap

"Our research shows that nearly 50% of marketers don't have a defined digital marketing plan - either separate or integrated into their marketing strategy. They are also "marketing in the moment" with no look a head beyond the current quarter or campaigns. You can certainly get results without a longer term roadmap, but you will miss out on the opportunities from strategic initiatives like Conversion Rate Optimisation, Marketing Automation and effective content marketing and which need a business case and implementation plan."

- Dave Chaffey, Smart Insights

Dr Dave Chaffey is CEO and co-founder of Smart Insights, a digital strategy advice portal that helps businesses manage their online marketing activities to compete more effectively through practical guidance in templates, ebooks, video training, free blog posts and the weekly Emarketing Essentials newsletter. Dave is author of five bestselling books on Ecommerce including Emarketing Excellence has been recognized as one of 50 marketing ‘gurus’ worldwide who have shaped the future of marketing.

29. Learn from the way software developers work

"1. Look at how growth hackers are testing and breaking things to learn and improve performance. 2. Adopt Agile Marketing techniques to remain responsive and focused on highest value activities. 3. Get protoypes/creative in front of your targets early in the creative process to capture and incorporate real-time feedback."

- Frank Days, Correlsense

Frank Days is the VP of marketing at Correlsense, leading the marketing team for the Application Performance Management (APM) software company. Frank received his MBA from MIT Sloan School of Management.




30. Develop metrics to express motivations behind consumer behavior

"With changes in platforms, algorithms, and technology, inbound digital marketing is growing up and brands need to step up their game. One area where brands really need to improve is analytics. Brands now must understand not only where visitors go on their own sites and what brought them there, but WHY. Metrics for sentiment analysis are not enough. We need to develop metrics to express digital influence and motivations behind consumers’ online behaviors."

- Angela Hausman, Hausman and Associates

Angela Hausman, PhD is a marketing professor at Howard University in DC. She also owns Hausman and Associates, a full-service firm operating at the intersection of marketing and social media. She blogs at Hausman Marketing Letter, where she shares marketing expertise with businesses and brands. Dr. Hausman has written over 100 scholarly articles, contributed to several books, and written an eBook on how to create social media marketing success, available free. She is a frequent contributor to Business2Community.


31. Think unbound marketing

"Unbound Marketing: Forget inbound vs. outbound. Instead, think UNbound. Move beyond a campaign mindset and focus on the essence of your story—the human truth that is useful, helpful or entertaining. Consider all the ways people could be exposed to your content and remember that they, not you, choose the adventure. Create a collection of micro-elements that flow freely across channels, formats and devices. And finally, get down to the brass tactics of connecting your audience to your content."

- Carmen Hill, Babcock & Jenkins

Carmen Hill is the Content and Social Media Director at Babcock & Jenkins, a leading B2B marketing agency, where she manages an award-winning content marketing practice and avidly pursue the best new ways to tell and share brand stories. Carmen has two decades of experience as a journalist, writer, marketer and content strategist. She is a SXSW speaker, webinar and industry roundtable presenter, guest blogger and active Twitterphile.


32. Optimize your site for mobile

"With 56% of all Americans owning a smartphone and 34% owning a tablet (as of June 2013), it is harmful to your business to not have an optimized website that automatically detects the user's browser and device and automatically accommodates. And I don't mean an m.url.com website that only has 4 pages. It's worth it to spend the time and money to build an optimized website that allows users to access all your content, from whatever device they want. The conversion rates for tablets are double those of smartphones, so this is even more key for e-commerce websites. For local businesses, making sure your website is easily found via mobile devices can lead to instant customers. And this means regular revenue and visibility for your business online."

- Kelsey Jones, Search Engine Journal

Kelsey Jones is the editor of Search Engine Journal and owner of MoxieDot, which helps clients around the world grow their social media, content, and search marketing presence. Initially going into journalism and print writing, Kelsey’s B.A. in English and creative writing from Kansas State University has helped her craft content and internet marketing strategies for companies of all sizes. She has written for and worked with brands like Yelp, Gazelle, HeyWire, Under Armour, and Mizuno. Kelsey’s columns have been published on Search Engine Land, Marketing Land, BlogHerald, SEMRush, ToDoist, and more. She enjoys consuming all kinds of content, both in digital and tattered paperback form.

33. Expand your thinking beyond historical norms and boundaries

"We live in a digital world… a big data gold mine for marketers. Imagine a world where your data finds your customers, tells you what campaigns to run, what channels to reach your target, exponentially increases conversions, quality and quantity at every stage of your sales cycle. Imagine your data predicting sales, closing deals, forecasting your business. The data is at your fingertips, easily accessible and technology has finally delivered on the promise of "data driven". The challenge lies in todays' marketers to expand their thinking beyond historical norms and boundaries."

- Amanda Kahlow, 6Sense Insights

Amanda has run an Enterprise B2B consulting company for 13 years. 6Sense Insights built a multi-channel B2B predictive modeling methodology called “ESP”. ESP predicts when companies are going to buy (from our clients), what products they are going to buy, how much they are going to buy (relative to past purchase history), and when they are going to buy.




34. Embrace data

“Whether you’re a mathlete or fear spreadsheets, tracking and analyzing data is a requirement for 2014 and beyond. For those lacking Big Data repositories, expensive predictive analytics platforms or fancy sentiment measurement tools, there are always affordable alternatives. Start with the basics: Google Analytics, and build from there. If Excel spreadsheets look like The Matrix to you, consider affordable data visualization tools. Regardless, your digital marketing strategies should be founded in quality data and associated insights."

- Kent Lewis, Anvil Media

Kent LewisWith a background in integrated marketing, Kent Lewis left a public relations agency in 1996 to start his career in search engine marketing. Since then, he’s helped grow businesses by connecting his clients with their constituents via the Internet. In 2000, Lewis founded Anvil Media, Inc., a digital marketing agency specializing in search engine and social media marketing for Fortune 2000 companies. Under his leadership, Anvil has received recognition from Portland Business Journal and Inc. Magazine as a Fastest Growing and Most Philanthropic Company. Kent reveals best practices for social media analytics in this OMI class, What to Measure in Social and Why.


35. Organic is good. Paid is better.

"We all want to believe that organic posts are all we need to spark engagement, but your promotional strategy must include paid placements as well. Relying only on organic strategies to drive results is analogous to hanging out with the same high school group your entire life. To grow, you have to expand beyond your immediately-familiar community and break through to those coveted second-degree connections."

- Jason Miller, LinkedIn

Jason Miller is the Senior Content Marketing Manager at LinkedIn leading the content marketing and social media strategy for LinkedIn Marketing Solutions. Previously he was the Senior Manager, Social Media Strategy and Content at Marketo where he led the company’s global social media and content strategy driving over 1 million dollars in pipeline annually. He is the author of How to Optimize Your Social Media Channels for Lead Generation, The Big Marketing Activity Book, and co-author of The Definitive Guide to Social Marketing and The Definitive Guide to Event Marketing. Jason is a regular contributor to top marketing blogs Copyblogger, Marketing Profs, Content Marketing Institute, Social Media Examiner, Social Media Explorer, Convince and Convert, and more. Before Marketo, Jason spent more than 10 years at Sony Music entertainment developing and executing marketing campaigns around the biggest names in music.

36. Adopt a data-driven approach and use it to guide marketing investments

"In today's world, marketers are seeing greater revenue responsibilities than ever before. In an industry where changes are happening rapidly, it all comes down to letting the numbers be your guide. Marketers need to adopt a data-driven approach to improving their brands and use it to guide their marketing investments. It's also about understanding what the right questions are before you ever begin trying to answer them. Keep an open-mind and allow the data & analytics to lead you."

- Jon Morris, Rise Interactive

With more than a decade’s worth of digital marketing experience, Jon Morris, CEO and Founder of Rise Interactive, launched the business in Chicago in 2004. Since its inception, the company has seen triple digit growth every year. Morris is recognized as an industry thought leader who has pioneered a new discipline of online marketing—Interactive Investment Management (IIM). He has presented on main stages, workshops, webinars and more for groups such as Search Engine Strategies (SES), The New Media Optimization Summit, Chicago Association of Direct Marketing, The University of Chicago Booth School of Business, Online Marketing Summit, iStrategy and Vistage. As the CEO of Rise Interactive, Jon Morris brings to bear more than 15 years of IIM experience, including client relationships with Lexmark, Dale Carnegie Training, ULTA Cosmetics and Allstate Motor Club. Morris also serves as Instructor of Web Analytics at the University of Chicago Booth School of Business.

37. Deliver messages that are contextually relevant and highly personalized

"Advertising must change from interruption, intrusion and disruption to delivering messages that are contextually relevant and highly personalized that consumers actually value---based on who they are, where they, what they’ve purchased before, etc. We need to start seeing the clear intersection of data (where consumers are, where they have been), media (is the consumer on a phone or tablet?), analytics (what will the consumer care about?) and technology (make a decision, get the media, get the creative)."

- George Musi, DG-MediaMind

George Musi is DG-MediaMind’s Head of Cross-Media Analytics and is responsible for developing and leading DG-MediaMind’s proposition, capabilities and offering for data analytics and insights solutions for the purpose of supporting multi-screen campaign strategy and planning, measuring campaign effectiveness and impact, and optimizing campaign dollars.




38. We still love Video, but Podcasting will rule in 2014

"In 2014, podcasting is going to give video a run for the title as the King of Content. Audio, unlike other mediums (video, books, websites), has the unique ability to light up our lives while we multitask. We can drive, shop, run, eat lunch, or walk the dog, all while listening. So why are Podcasts in particular going to rule? Because music isn’t the only thing we can listen to on our iPods, and there’s a whole world out there on audio. Podcasts enable us to follow a particular broadcaster and become more intimately engaged because they are talking directly to us in our ear. We can choose which broadcasts we subscribe to, whether for business or entertainment, and download them for replay anytime. Podcasts add to our lives by running parallel, being mobile and on-demand, and not requiring total focus while we absorb their content."

– Susan Newman, Susan Newman Design, Inc.

Susan Newman is celebrating 20 years in business as a brand visibility designer and marketing director. Susan Newman Design Inc., specializing in innovative branding and design for businesses, entrepreneurs and creatives, opened in fall 1993. For the past several years, this New Jersey-based businesswoman has defined herself as a brand visibility designer – a hands-on master communicator who shows companies and individuals how they can build their presence globally across all media.


39. Millenials are taking over the world

"And that’s a good thing. By 2025, 75% of the workforce will be millennials. They are the social media generation. More importantly, they already are your customers, your vendors and your up and coming sales rock stars.They grew up communicating in a digital world. This means that we need to be speaking their language in the platforms that they are using. Doing this the right way guarantees that you will attract and retain them. Their infusion of passionate, creative and fresh thinking will not only ensure your marketing strategies are relevant and effective, you’ll automatically refresh your culture and brand at no extra charge."

- Philip Paranicas, ThomasNet

Phil thrives in the fast-paced world of digital media where ThomasNet is serving a new generation of B2B professionals by helping their businesses connect, collaborate and grow. As the Director of New Product Development, Mr. Paranicas is responsible for creating new products and services that support the ThomasNet’s mission to help bring buyers together with sellers. His team is focused on innovating Internet-based solutions to address real-life business challenges. Completely at home in this new role, Mr. Paranicas brings 20+ years of expertise in both traditional and online B2B marketing, quality management and communications. Prior to this, Mr. Paranicas spearheaded ThomasNet’s Digital Media Team which develops effective social media, SEO and email marketing programs for the manufacturing community. He is a well-known speaker and author on all areas of digital media. Before joining ThomasNet, Mr. Paranicas was president of a leading digital marketing agency, specializing in website design, SEO and social media. Mr. Paranicas has a M.B.A. in Quality Management, and a B.A. in Management and Communications from Dowling College, Oakdale, New York.

40. Everything you need to know for the digital future you can learn from the analog past

“ Every type of media has followed the same path: innovation, experimentation, adoption, commercialization, fragmentation. Print, outdoor, radio, telephone, television, and now the Internet. Many want to view digital as something completely unique: it’s not. It’s still just people trying to communicate using technology. Print moved from the commercial press to the personal printer. Outdoor from a barn to transit. Radio from AM to satellite. Telephones from the house to the hand. TV grew from the Big 3 (ABC, CBS, NBC) to hundreds in HD. The Internet got all of America online (AOL) and now splinters – like all that have come before it – from the desktop to the smart phone providing a growing number unique channels for a continually fragmenting audience. The task remains: getting enough of the right people to hear your message.”

– Kevin Popovic, Ideahaus

Kevin Popović is the founder of Ideahaus®, a creative communications agency that helps businesses figure out what to say and how to say it to their target markets. He is a nationally recognized sought-after speaker and author of 20YEARS Communications: 20 Leaders, 20 Questions, 100’s of Lessons, 20 leaders from different corners of the industry answer 20 questions on the evolution of communications, providing insight to where communications was, is, and will go.


41. Understand how digital is impacting your business model to truly leverage digital

"The current hyper-communication in this 'Age of Correction' is a result of the gap between the product/service positioning and the real customer experience. There is too much focus on the communication/engagement layer of 'digital' and marketers are missing out the structural changes that will impact the business model and the industry. Once the industry changes and the company is not prepared for it due to short-term gains, marketing will be pushed onto a defensive mode, the rest is history! First understand how digital is breaking the barriers for new entrants/start-ups and also how it is re-aligning how value is created and distributed within the enterprise and outside. Only then one can truly leverage Digital, else it will be an isolated exercise that will increase the value positioning/customer experience gap and in turn create more negative hyper-communication."

– Ramesh Ramakrishnan, RR Marketing Advisory

Ramesh Ramakrishnan, a marketing and organization culture enthusiast, is the Founder of RR Marketing Advisory and author of www.futuristCMO.com. He focuses on marketing/ad/social media technology, IT industry and emerging business models. He has held various leadership positions across EMEA marketing, 3rd party advisory and analyst relations in the enterprise information technology products and services sector.


42. Take advantage of “small data” for your SEO campaigns

" “Big Data” here, “Big Data” there; seems like you can’t escape “Big Data” these days. But are you taking advantage of “Small Data” that’s freely available to you? Start here: The “Search Queries” section under “Search Traffic” in Google Webmaster Tools allows you to see the keywords that actually drove traffic to your site. You’ll also see your average rank for these keywords and the click-through rate (CTR). Get those low hanging fruits: Identify important keywords where you’re currently not on page number one and build an SEO campaign around those keywords to improve your rankings; that where the money is. Here’s some more info on “Big Data” vs. “Small Data.””

- Chris Raulf, Boulder SEO Marketing

Chris Raulf is founder of Boulder SEO Marketing, a boutique online marketing agency located in beautiful Boulder, Colorado. The company assists local, national as well international clients with all of their SEO, social media and content marketing needs. Chris recently co-founded Piste Group, a business planning, marketing, sales and communication strategy consulting company and frequently presents and hosts and moderates marketing and business related events. Chris has two amazing kids, plays soccer, loves to ride the trails around Boulder, is an avid yogi and enjoys everything that Colorado has to offer. He has over two decades of hands-on online marketing consulting experience and gets a kick out of working with smaller and ambitious companies.

43. Start your digital strategy with an assessment

"Gaps in talent, technology and strategy are leading to the most significant gap of all—the performance gap. To achieve digital marketing success, first perform an honest assessment of your organization’s strengths and weaknesses. Evaluate core business and marketing strengths, digital strategies executed, technologies used and internal team capabilities. Pinpoint areas in which you excel, zero in on weaknesses that hinder performance, and compare findings to industry benchmarks. Use the insight gleaned to guide your 2014 digital marketing strategy and accelerate improvement within your organization. "

- Paul Roetzer, PR 20/20

Paul Roetzer is founder and CEO of PR 20/20, a Cleveland-based inbound marketing agency; author of The Marketing Agency Blueprint (Wiley); and creator of Marketing Agency Insider, the hub for a more open and collaborative agency ecosystem, and Marketing Score, a free assessment tool and marketing intelligence.




44. Preference-driven personalization is essential for 2014

"Companies think that they are currently doing in depth personalization. Most are not. The ability to deliver true personalization depends on evolving from transaction-driven "personalization" to true personalization. This cannot be accomplished without the deep insights and accurate information provided by customers who opt-in to providing their preferences. In-depth personalization of experiences, communications and offers is the most frequently stated expectation which has emerged from six months of Voice of Customer (VoC) research conducted by our firm, ERDM, with customers of Fortune companies. Their customers (BtoB and BtoC) are very clear in defining personalization as much more than “those old-fashioned” transaction-based communications.

Here is a representative research quote, “With today’s technology, I expect the experiences and emails to reflect my preferences”. Our research indicates that notwithstanding privacy concerns, if consumers trust the brand and receive a useful value proposition, they will opt-in to sharing increasingly detailed preference information in exchange for the marketer’s promise to deliver relevant information and offers. This reframes data privacy concerns into a valuable exchange of information which improves the customer experience. This exchange benefits the consumer and the marketer. Clients have found that this preference-driven information exchange results in uniquely accurate databases which consistently drive 25% to 50% increases in revenue. "

- Ernan Roman, ERDM

Recognized as a marketing thought leader, Ernan Roman, was inducted into the Marketing Hall of Fame for creating three transformational methodologies: Voice of Customer (VoC) Relationship Research, Opt-In Marketing and Integrated Direct Marketing. He was named by Crain’s BtoB Magazine as one of the “100 most influential people in Business Marketing”. ERDM specializes in conducting Voice of Customer research to identify Customer Experience strategies that generate significant increases in response and revenue. Clients include IBM, MassMutual, QVC, NBC Universal, Microsoft, and Symantec Corp. As a leader in providing VoC research-based guidance, ERDM has conducted over 10,000 hours of interviews with clients’ customers and prospects to gain an in-depth understanding of their expectations for high-value relationships. Ernan’s latest book on marketing best practices is titled, “Voice of the Customer Marketing: 5-Step Process to Create Customers Who Care, Spend, and Stay”. Ernan writes the widely read and Huffington Post published blog, “Ernan’s Insights on Marketing Best Practices”. His other books include “Opt-in Marketing” and “Integrated Direct Marketing.

45. Adopt marketing automation

"In 2014, more B2C companies will start to adopt marketing automation. Historically, B2C companies have embraced Email Service Providers (ESPs) to send communication to their customers in the form of impersonal (and often manual) batch and blast emails. It has been the B2B companies, with a longer sales cycle, that have traditionally used marketing automation technology. However, in today’s new buyer landscape, B2C companies will need much more than traditional email marketing to truly engage customers on a more multi-channel and personal level. There is so much competition, and so much buyer self-education, that companies will need to be heard through the noise. With marketing automation, companies can now send triggered emails in real-time based on specific buyer behaviors across online and offline channels, increasing customer engagement and ROI. Marketing automation also enables B2C companies to evolve from manual campaigns to more automated and timely campaigns that deliver relevant content to buyers, effectively managing the large amount of communication B2C companies participate in with their buyers. And lastly, marketing automation provides the ability to measure campaign engagement and marketing’s impact on sales, not just vanity metrics like clicks and opens. The significance of marketing automation was certainly proven in 2013, with many acquisitions and a lot of buzz in the space. Marketing departments in every industry will evolve and invest in more sophisticated technologies that help build relationships and measure results."

- Dayna Rothman, Marketo

Dayna Rothman is the Senior Content Marketing Manager at Marketo, a leader in the marketing automation space, and author of Lead Generation for Dummies, coming out in March 2014. Dayna leads content creation and strategy at Marketo and is the managing editor for the Marketo blog.



46. Educate yourself on the basic laws and understand the data you want and how you plan to use it

"Digital marketing is both liberating and fraught with peril. Digital tools and the Internet have revolutionized the way we communicate, but have also made it very easy to infringe others’ trademarks, copyrights, privacy, publicity, or other rights. They have also ushered in a new era of big data, analytics, and the Internet of things. So, if you want to optimize your campaigns, educate yourself on the basic laws and rules governing these areas and understand the data you want, how you plan on using it, and with whom you plan on sharing it, and craft your strategies accordingly."

- Matthew Savare, Lowenstein Sandler, LLP

Named as one of Variety’s “Best and Brightest” upcoming entertainment and media attorneys, Matt Savare is a trusted and dedicated advisor to his clients regarding all things digital: content, data, and advertising. Matt is a partner at Lowenstein Sandler, LLP, and he focuses his practice on whatever his clients need, which most frequently involve new and social media, digital advertising, intellectual property, technology, privacy, and entertainment issues. He is a frequent author and speaker in those areas, and has founded a technology startup in the entertainment, sports, and technology space.

47. Venture beyond dashboards

"Venture Beyond Dashboards: Marketers need to move beyond "current state" reporting, which all too often passes for analytics, to discover the actual levers of change in their increasingly complex environments. They need to ask clear and specific questions to gain the insights to make time-sensitive business decisions. Why you say? Because current-state reporting tells you what has already happened, but does not reveal what the marketer really needs: insights into why consumers make the buying decisions they do. You need your analytics to not just identify the “what,” but also the “why,” the “when” and the “what if” for true decision support and right-time marketing."

- Pelin Thorogood, Anametrix

Pelin Thorogood, a new media marketing and analytics expert, is CEO and a board director of Anametrix, the first cloud-based, real-time marketing analytics platform. Previously Pelin served as CMO of WebSideStory (acquired by Omniture/Adobe). She was named one of the ’20 Women to Watch’ in sales lead management both in 2011 and 2012. Pelin holds a B.S. in Operations Research, Masters in Engineering and MBA degrees, all from Cornell University, where she also serves as Executive-in-Residence for the Johnson Graduate School of Management.


48. Connect search and social to build effective cross-channel strategies

"A consumer’s path to purchase is no longer a neat, linear process and with touchpoints spanning across various channels and devices, it has become harder for marketers to connect with the right consumers, at the right time, in the right place, with the right message. To see the full picture, marketers must leverage channels such as search, where there is stated intent, and social, where you can drive deep interaction. Be sure to track consumer activity holistically to understand the path-to-purchase and attribute credit accordingly. And also understand that insights from one channel can be applied to another. If you're a retailer with a list of top-performing products on search, why not make product-specific ads for those on Facebook? Bottom line: you must take an integrated approach in this multi-channel, multi-device world and search + social is a great place to start."

- Kelly Wrather, Kenshoo

Kelly Wrather is the Senior Manager of Content Marketing at Kenshoo, a digital marketing technology company that engineers premium solutions for search marketing, social media, and online advertising. Prior to joining Kenshoo, she helped launch the Accuen brand, the trading desk of Omnicom Media Group. A graduate of Boston University’s College of Communication, her previous experience also spans social media and online community management. Kelly contributes a monthly column on SearchEngineWatch.com covering topics across search, social, and beyond.


OMI is committed to bringing forth the insight of industry leaders. Look for the full list of classes from these top digital educators on the online learning center’s class topics page.

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