Hydra Enables Debenhams to Expand Acquisition Opportunities
LONDON, March 7, 2012 /PRNewswire/ –
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 [http://www.debenhams.com/about-debenhams ] is 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
[http://www.onehydra.com/the-one-platform/wordbank ] 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
[http://www.onehydra.com/the-one-platform/wordbank ]‘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
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
Notes to Editors:
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.
Hydra [http://www.onehydra.com ] 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 [http://www.onehydra.com ] campaigns
across online disciplines – Natural Search, Paid Search and Social Media.