OneUpWeb CEO Lisa Wehr notes that search marketing—even online marketing in general—no longer reflects everything clients look for in partnering with the company, and in response, the company has recently expanded staff and office space to support its expanded service offering.
The staff has grown 25% in the past year to support new and expanded services such as podcast production, hosting and tracking; social media marketing; usability analysis and conversion improvement; media placement and blog marketing, says Wehr. To accommodate the larger staff and service offering, OneUpWeb has announced the acquisition of a new 23,000-square-foot headquarters space in Traverse City, MI.
To reflect search marketing’s growing use of features and capacities such as social marketing, brand marketing, and integration with offline marketing, OneUpWeb also recently has started to provide new metrics specifically for tracking social media. It's also expanded in-house production capabilities to complement the full range of search marketing service.
“Integration is vital,” Wehr says. “The marketer who performs best will be the one who integrates most effectively.” The company’s expanded physical plant will help facilitate an integrated approach to marketing across channels, platforms, and different areas of expertise, according to Wehr.
Noting Google’s move into Google Radio, in which the search engine will market radio advertising inventory through its Google ad network, Wehr says OneUpWeb’s larger headquarters space is housing an expanded staff of radio writers and producers, recording and editing suites, and an expanded paid search and media buying team to handle such cross-channel media buys.
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