Barbara, who with her husband Tony acquired Paradise Advertising & Marketing, an award winning full service ad agency, from founder Cedar Hames in early 2018, brings an accomplished career history to her new role as CEO. She has more than 20 years of experience leading marketing for B2B and B2C, sports and entertainment, licensing, e-commerce and retail. Barbara excels at brand strategy, consumer insights, content development and distribution.
Please introduce yourself and where you work.
How do you think SEO has changed over the last 10 years?
1. Bait and switch is a no-no. More transparency and less tomfoolery is required as consumers become more and more sophisticated. Give customers more credit – they can easily sniff out fakes.
2. Content, content, content – Content is key, but don’t create it without a plan. Thoughtful, curated content can be a driving force behind SEO and an end game of profitability; including it in your strategy is important. Why create content if you do not intend to profit from it?
3. Mobile device use and reliance has forever changed local search. Forever. Changed.
4. “Big data” is REAL! It’s not just something to be mentioned in passing around the water cooler or looked over in a marketing plan. Data really does equal dollars and it can do this on countless levels for any brand or company. If big data is not in your mix EVERY DAY, you may as well just step aside.
5. Analytics are real time. They influence the importance of pacing and the tangible, quantifiable, attributable impact digital marketers deliver every second of every day.
How did you get introduced to digital marketing, more specifically SEO?
What are the services you provide to your clients?
Perhaps the most important service we bring to our clients is the information that comes from our Business Insights group. You can have the best-laid plans and successful digital marketing executions, but if you cannot analyze the data and tell clients what you recommend to do next as a result of interpreting the data then what’s the point? Everyone can deliver results in a report. However, when grounded and rooted in the data and facts, our Business Insights group delivers strategic recommendations to our clients that truly move their business forward in the digital space.
What strategy according to you will prevail in 2018 for SEO?
What would your advice be to people who are looking to take up digital marketing as a career choice?
In business, digital marketing is occasionally misunderstood as the cool, sexy, hip, trendy department. The reality is that to have a forward thinking digital marketing presence, it may take resources and capital to get your platforms and IT systems aligned – hence needing concrete understanding, buy-in, funding and resource allocation from the CFO and CIO.
Both you and the CMO have to have the CFO and CIO as key stakeholders in your audience when you deliver and quantify results. In order to do this, you will need to deliver results in a format whereby they understand the cross-functional impact their buy-in has yielded for the brand, the company and even their own department(s). You shouldn’t assume that they are on the same page as you, but instead give them the tools to see the benefits and therefore become an advocate of the strategy you have laid out. I received this advice early in my career and found it very helpful over the years.
Share Your Thoughts