Digital marketing growing in complexity

Businesses across the Midlands are facing SEO and PPC challenges as digital marketing demands outpace internal capabilities.

With digital marketing becoming increasingly specialised, many businesses are finding it harder to balance core marketing operations with the complexities of channels such as SEO and PPC.

Emily Wakeman, of Ascendancy in Newport, said: “Digital marketing is growing in complexity, and it is placing a lot of pressure on businesses striving to stay competitive. SEO and PPC are not just about driving traffic - they are about aligning with broader business goals and delivering measurable results.”

Igloo Vision, based in Craven Arms, designs and develops technology to run shared immersive spaces, fitting immersive technology into any existing room - meaning businesses can launch and run real-time applications on the walls of an office, view websites in 360°, present and interrogate data and access corporate Microsoft and Google suites.

Laura Mills, head of marketing at Igloo Vision, said they had planned to do in-house SEO and PPC but realised that outsourcing would be more effective and less costly.

She said: “Outsourcing this function to the experts means Igloo could get these skills onboarded immediately, and the marketing team would have more time to focus on their key strategic priorities.

“The team at Ascendancy understands the needs of a rapidly growing business, B2B marketing and the buying behaviours of corporate clients, as well as the approach to client service.

“The impact was huge. Our Google ranking is stronger than ever, we've seen some incredible increases to metrics on Google Ads and search terms and we've run some very successful LinkedIn Ad campaigns with their help.

“As a small internal team, we would struggle to have this level of engagement and success if we were to run these ourselves alongside all our other work, so working with Ascendancy has made a huge difference for us.”

Emily said: “PPC and SEO complement marketing efforts, and it is important to balance them. Having employees under pressure in an area where they may not have a particular expertise can also damage morale and productivity and is rarely as successful as hoped.”