How Google stays innovative – Dan Cobley provides top tips at JLA breakfast

This week, I attended a JLA speaker breakfast featuring Dan Cobley, former MD at Google UK, where we discussed the importance of innovation and how businesses like Google facilitate creativity.

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Marketing Explained – Integration is integral

 Part 1 – Explaining Integrated Marketing

As a marketing professional, I am as guilty as any when it comes to using acronyms, phraseology and jargon to explain what is really, a very simple concept.

So I’m making it my mission to dispel the mythological language of marketing and explain the core meanings behind key industry terms.

Are you plagued by a particular marketing topic or expression? Send your queries to and I’ll explain.

What do we mean by integrated marketing?

Simply put, it is the use of multiple marketing disciplines and channels to promote a brand or campaign. This is based on the belief that adopting different approaches will weave together the strengths and weaknesses of each format, and reach different audiences in their preferred ways, thereby increasing success rates.

integrated marketing quote

This can mean taking one piece of written content and turning it into an infographic, video, blog post, whitepaper or press release. Using one core piece of work and converting it into different formats is not only an efficient use of time (as the core content has already been created) but it also takes into consideration the fact that different audiences digest information differently. You are catering to a diverse online audience.

Tip: content should never be duplicated verbatim. Google penalises duplicate content which means it won’t contribute towards improvement of your search ranking position. So post one blog piece in one place only, and then tailor the content for the press release and turn it into a PDF for the whitepaper (for example).

Promoting your content

Let’s take the infographic. You can create these for free using easelly.

Firstly, host the infographic on your blog and upload to your Pinterest account like this, remembering to include alt tags.

infographic on infographics

Now promote the infographic using integrated marketing techniques. Using Twitter, Facebook, Google + and Linked In, create a summary sentence detailing the core message and where appropriate, use hashtags and include the image as a thumbnail. Use Yammer to promote the infographic internally and ask colleagues to share with friends and followers.

You should promote any new piece of content daily for around 2 weeks in my opinion. Schedule two posts a day for one week, and then reduce to one for the next. Measure the success of each channel in terms of click-throughs, page hits (on your blog) and shares.

Tip: The use of Google + is essential in improving online presence and increasing brand/product exposure. Be sure to create an author profile and links to your content to ensure it is indexed and wins those all-important search engine optimisation points. Check out my profile as an example.

So there’s a basic overview on how to ensure your marketing efforts are integrated. Create consistency and maximise your communications by adopting a multi-channel approach.