DMNews: "The Work" Features Flightpath's John Lee

John Lee, Flightpath's Director of Digital Marketing and Analytics, was featured as a DMNews contributor in the 12/14/09 "The Work" column. The column examined digital case studies from H&R Block, the Public Relations Society of America (PSRA) and Cole Haan. John then weighed in with his insights in the column's "Private View" section.

Regarding the H&R Block case study, John saw that it "demonstrates a classic example of identifying opportunities through research." He noted:

The success of any search campaign is dependent on relevance. By knowing their audience and the channels they use, H&R Block was able to craft campaigns with very specific messages that spoke directly to their customers.

 In the case of the PSRA, John observed:

Search engine optimization can be too dependent on keywords and metadata. While keywords are certainly fundamental to how search engines operate, many other components are often overlooked... It's the user experience that determines whether or not visitors will refer the site to others. This means more backlinks, which can further translate into better search rankings.

In analyzing the Cole Haan example, John wrote: 

Blogger outreach is an ideal way to drive traffic to a Web site. It's good for link building, which of course is good for SEO. By establishing a relationship with bloggers, Cole Haan was able to tap into a community of loyal readers across multiple domains... which in turn leads to more traffic and ultimately higher conversions.