London, 7 March 2012 - Debenhams has deployed
Hydra's One Platform marketing technology to help it explore
and enhance the scope of how it targets customers in Search
Marketing. This follows hot on the heels of a leading high street
bank who recently signed up to The One Platform to enable a more
strategic approach for its Search Marketing.
Debenhams
are working with Hydra, using the OneSearch functionality to
establish ways in which it can use Search Marketing to enhance its
approach to targeting customers. The implementation of The One
Platform from Hydra is now assisting in this process by
sourcing and defining a keyword set that allows Debenhams to
explore and grow new opportunities for customer acquisition.
An internal team that is highly skilled to manage and optimise
the company's use of Natural Search has until now been constrained
by time and resource meaning it was not previously physically
possible to explore all potential opportunities for growth.
However, with the deployment of The One Platform, the keyword list
has been expanded dramatically - by five times, identifying
significant new opportunities.
The One Platform automates the process, allowing the team at
Debenhams to target previously unexplored areas and leverage
greater success. In fact, by including the additional keywords and
phrases as uncovered by Hydra's
One Platform, Debenhams now has an additional 16 million potential
searches at its disposal. All of these keywords and page
combinations are automatically given recommendations for
improvement according to accessibility, relevancy and credibility,
as determined by The One Platform, ensuring Debenhams is able to
efficiently target any problems and boost search rank
performance.
Miki Clarke, SEO Manager at Debenhams said, "Hydra makes keyword
discovery and categorisation a simple and easy task; this coupled
with the automated data uploads allows the team to easily
establish Debenhams performance at top level and in individual
product areas all within customised dashboards. The time
saved on reporting will mean more time implementing actionable
recommendations and measuring their effect, which means we can be
more strategic."
Martyn Jobber, CEO of Hydra said, "Debenhams is a great example
of a highly successful business that can now, through automating
previously unmanageable processes, expand its opportunity
further by enabling its specialist online marketers to target the
language of its customers, bringing Debenhams closer to
what the customer wants and is searching for."
Hydra's One Platform combines insights from Natural Search, Paid
Search and Social Media to uncover opportunities digital marketers
can apply to achieve optimal performance for digital spend
ENDS
Notes to Editors:
To arrange an interview or for further information please
contact:
Becky Hayward
T: +44 0(20) 3326 1888
E: becky.hayward@onehydra.com
About Debenhams:
Debenhams has 153 stores across the UK and Ireland and a fully
transactional website, reflecting Debenhams' commitment to offering
its customers greater value, a wider choice and excellent service
across every area in which it trades.
About Hydra:
Hydra is a provider of
SaaS tools established in 2011. The One Platform enables enterprise
marketers to strategically and proactively monitor, report and
participate in the conversation that existing and potential
customers are having about their brand online. Gathering the
collective requests and feedback of marketing executives, digital
specialists, and agency professionals, One from Hydra is focused on
driving revenue and return on investment (ROI) through integrated,
efficient and optimised management and implementation of Phrase Marketing campaigns
across online disciplines - Natural Search, Paid Search and Social
Media.