Traditional media still has an important place in advertising campaigns as long as its understood how to leverage the benefits of an integrated digital campaign according to Sunny Media director Roger Delaney.
“Two years ago it became quite clear to us that as a media advertising agency we needed to embrace and lead the way in the digital space for all our clients. At that time we searched the country looking for a suitable partner who could help integrate traditional strategies with the brave new world of digital media and we eventually partnered with a Brisbane based digital marketing firm called Reload Media.
“Reload now works with our clients to boost their digital marketing performance and as one of the few Google accredited agencies in Australia we now work side by side on all media strategies. We’ve seen firsthand how traditional and digital media can work together to help improve our client’s overall presence in the marketplace.
“We call it the ‘leaky bucket theory’ and that ensures our traditional advertising spend is not wasted when people go to find the business on the internet,” he said.
Rhys Furner from Reload Media says businesses may have recently seen their websites drop in the Google rankings and this is a result of its recent change of its algorithm, now called Hummingbird.
“Hummingbird is a new program which will better reward those businesses who have invested in producing great quality content and optimised websites. It is designed to give people better search results for their query.
“Essentially Google has become more efficient at determining what information a searcher wants to see and the key to improving a site’s Google ranking is to produce high quality, unique, genuinely helpful and shareable content on your website through a blog or resource section such as articles, infographics or videos.
“We are working with Sunny Media’s clients to improve their search presence and rankings so that Google will pick up on the themes around this content and begin to identify their relevance for particular search phrases.
“Google’s goal is to give people the information they want so when you align this with your website, you will reap the rewards from search engines, especially Google,” he said.