When we started working with one of the world’s most successful marketing organizations, we realized the challenge of pushing this Fortune 100 company’s marketing results further. Yet through innovative approaches and strategies such as syndicated content, hybrid video strategies and strategic partnerships, we produced dramatic organic search results across more than 20 CPG brands. We transformed the way they incorporated search in their overarching marketing framework, producing organic search growth that was 237.5% higher than the industry average.
When we initially started working with our client, they had approached organic search as the final step in the marketing process. We educated them to understand search’s true value as a consumer insights engine that should be used to guide and direct all product marketing for the company. By transforming search from the last step in the process to the first, the marketing paradigm shifted. We empowered our client with a major competitive advantage in understanding their consumers’ online behavior, interests, and ways of thinking, and generated unparalleled insights.
The results we achieved for this client speak for themselves. Across the more than 20 brands for which we manage organic search for this CPG client, we achieved growth that was 237.5% higher than the industry average. For one brand, we doubled its share of the digital shelf to a whopping 65%. For another, we generated the highest organic search traffic volume ever achieved by ANY of the company’s brands. The traffic we delivered through organic search in 2011 would have otherwise cost the company $4.1 million in paid media. Incredible numbers for an incredible client.