Hydra is the culmination of many years of best practice in the
Search Marketing and Social Media space. It takes all combinations
of words and phrases your customers are likely to use and then
gives you tools to push marketing directly back into the channels
you need to be in to get customers to engage with you. Hydra is all
about bringing channels together into one place and talking to your
customers in the language they use to discuss your area of
business. We call our technology "The One Platform."
For years we have seen Natural, Paid Search and Social Media
treated separately by both client and agency alike, often seeing
one company with an SEO agency and a PPC function working
completely in isolation.
Times are changing however, the growth of Social Media as a
proportion of online marketing spend and the need to see a clearer
and more refined ROI from investments is driving a more
collaborative approach to such activities. This is natural and
makes sense as customers don't silo their activities into such
buckets, they, "go to Google" or "have a look on Bing" or "post a
status on Facebook to get friends opinions."
There is a commonality between all of this, "the words" and
"phrases" they use in these discussions. We call this "Phrase
So what is Phrase Marketing?
Phrase Marketing is the next evolution in online marketing. As
we naturally gravitate to a more collaborative environment, sharing
keywords and phrases across teams, learning about how customers
discuss our products and services, it's essential we enable greater
creativity and productivity across the organization and leverage
the expertise of our agencies. The One Platform from Hydra IS
Taking word and phrase feeds from ANY location, be it, SEO
keyword lists, PPC Campaigns, Inventory of stock or Page content
and querying that against Social Media to see the sentiment, or
leverage phrases customers use in discussing your products and
services, enables Hydra customers to build more specific, targeted
keyword and phrase lists to take to the channels. Essentially our
WordBank becomes the ultimate authority on what is being used today
in your business, how well it is doing, what new opportunities
exist, and how we could improve and beat our competitors.
This is why The One Platform has been created, because the task
of amassing, and analysing the opportunities that exist is vast and
is not manageable in real terms without enormous teams of people to
deliver the outputs.
Need for Technology
Technology has revolutionized the life of the Online Marketer
over time. You can now buy a tool to:
- Help SEO work better
- Manage PPC Campaigns
- Optimise Social Media
However, inherently this approach of point solutions further
silo's and disaggregates the best practice in your organization. In
a recent survey we conducted 72% of respondents that don't share
keywords and phrase across teams, didn't feel they were "on trend"
when it comes keywords and phrases used today.
We view this as a big problem, and one that shouldn't exist. All
we are talking about is bringing these technologies together on top
of a database to manage and create a more targeted list of phrases
your customers use. So we put our money where our mouth is and
Other inherent issues of scalability of campaigns are even a
struggle with some of the point solutions in the market, where you
are hamstrung on your creativity by being restricted to the number
of words and phrases your tool will let you manage. This makes no
sense to us; technology should empower scale and creativity by
driving more depth with greater focus by letting the processors do
the hard work. So we have decided to let the tool do the work, and
you can manage as many keywords as you want.
Technology at this level is different, it needs to scale, it
needs to automate processes and should be able to scale to allow as
many users as possible to improve the work they are doing.
We've worked with a variety of Cloud platforms to work out what
will work best for our customers, and we are delighted to say we
have found a robust Cloud environment that allows us to scale to
levels not experienced previously. This massively parallel
computing allows us to deploy complex algorithmic logic into our
systems, but still return results on a real time basis.
We are also conscious that technology without expertise is
pointless. So with a fully integrated training programme, and
vertical specific deployments, designed to increase your speed of
ROI, we believe we can show you results of using our technology
But what of those companies who are using an agency today? The
depth of expertise and knowledge in your agency will by its very
nature always be hard to replicate internally, even if you are
lucky enough to have a rock star digital specialist, they will
often be brow beaten under a pile of Excel spreadsheets. Technology
at an Enterprise level should:
Remove the monotonous but tedious tasks that a machine can do
- Take the VAST tasks that a human simply cannot do, and automate
- Apply logic and process to calculations that a human cannot do
When all of this is deployed, it means you and your agency
become more efficient, with less time and money burnt on the
mundane, and more time and money spent on the innovative.