‘SEM continuity: The ROI-boosting digital marketing concept you’ve never heard of’ – Search Engine Land

Jeff Eckman & Paul Benson say, “A Google search for “Holism” yields no ads, but the following definition:

“the theory that parts of a whole are in intimate interconnection, such that they cannot exist independently of the whole, or cannot be understood without reference to the whole, which is thus regarded as greater than the sum of its parts.”

Much of our marketing optimization effort is highly focused in discrete parts of the customer journey. We’ve created specialized roles for these discrete parts, like ad copy writing, SEO, SEM bid management, keyword optimization, web IA, front-end web development, digital graphic design, interaction design, UX… the list goes on.

Yet, when customers travel on that journey, they are experiencing it in a non-discrete, holistic way. And when key parts of that journey aren’t holistically integrated, the customer experience can suffer — and thus, yields from our marketing programs can suffer.

To a great extent, we have accepted the status quo”.

SEM continuity: The ROI-boosting digital marketing concept you’ve never heard of

Search Engine Land