London - Jun 30, 2009
“We are committed to growing our vibrant community at Current, and to being the most innovative media brand in our use of television and the web. iCrossing’s understanding and commitment to search and use of social media made them a natural choice.”
Current, the cross-platform media company that creates programming with its young adult audience, has appointed digital marketing agency iCrossing to run its paid search campaign in the UK. Under the deal, iCrossing has been brought on board to drive traffic to and engagement with Current’s UK website.
The campaign has been developed to drive engagement with the site, rather than simply short term user numbers. By setting target metrics focusing on engagement with the site in terms of sign-up or comments, the campaign has been focused on driving high-value users who engage with the site and thus become regular visitors.
In building the campaign, iCrossing has undertaken in-depth analysis of both the site’s content and its users to identify the key target audiences and topics for the paid search campaign. The site offers a range of current affairs, lifestyle and showbiz content as well as opportunities to engage with the channel’s ‘Viewer Created Content (VC2).’
James DuBern, Vice President of Content at Current, said: “We are committed to growing our vibrant community at Current, and to being the most innovative media brand in our use of television and the web. iCrossing’s understanding and commitment to search and use of social media made them a natural choice.”
Tom Jones, Head of Media at iCrossing, said: “Current is one of the most exciting and challenging media brands out there at the moment so this project is a fantastic opportunity to be able to engage audiences through paid search. With a project like this, where ROI can’t be measured in purchase values, what’s key is to properly identify what success looks like. We’re targeting engagement, not just traffic, and that adds a new layer of complexity to the work we’re undertaking.”
iCrossing, formerly known as Spannerworks in the UK, is a global digital marketing agency that combines talent and technology to help world-class brands find and connect with their customers. The company blends best-in-class marketing services - including paid search and natural search marketing, social media, content and media, display advertising, user experience, web development and analytics and insight to create integrated digital marketing programs that engage consumers and drive ROI.
iCrossing clients include world-class brands such as The Coca Cola company, HBOS, Toyota and Virgin. Headquartered in Scottsdale, Arizona, the company has 550 employees in 12 offices in the US and Europe, including 97 employees in the UK.
Find out more at www.icrossing.co.uk or contact us on +44 (0)1273 827 700 or firstname.lastname@example.org