#648: Breaking down silos between paid and organic search with Matt Shenton, Croud

The Agile Brand with Greg Kihlstrom

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 10 March 2025

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

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Summary

We are here at eTail Palm Springs and seeing and hearing the latest and greatest in e-commerce and retail. Retailers are constantly shifting budgets between paid search and SEO—but are they missing opportunities by treating them as separate silos? In 2025, with search evolving faster than ever, the real question isn’t "which channel is better?"—it’s "how can they work together for maximum growth?" Today, I’m joined by Matt Shenton, Biddable Director at Croud, a digital marketing expert who has helped retail brands like Every Man Jack, Creed, Nespresso, All Saints, and Vans optimize their paid and organic search strategies. With search becoming more complex in 2025, Matt is here to break down how retailers can balance paid search and SEO to drive real performance growth. RESOURCES Croud: https://croud.com/ eTail Palm Springs: https://etailwest.wbresearch.com/ Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	We all know data is valuable. We use it to tell a story, to make informed decisions for our businesses,
0:06.0	but turning data into actionable insights can be a challenge. It's time to unlock the true potential
0:11.2	of your business data with DOM's AI and Data Products platform. Domo lets you channel AI and data
0:17.8	into innovative uses that deliver a measurable impact. Ask your data anything at any time.
0:23.6	Anyone on your team can use DOMO to easily prepare, analyze, visualize, automate, and distribute data,
0:30.6	all amplified by AI. Domo goes beyond productivity. It's designed to transform your processes,
0:36.6	helping you make smarter and
0:38.2	faster decisions and drive real growth, all powered by DOMO's trust, flexibility, and years
0:44.1	of expertise in data and AI innovation. Data is hard. Domo is easy. Make smarter decisions and
0:51.4	propel your business forward with DOM. Learn Learn more today at AI.domo.com.
0:58.1	That's AI.domo.com.
1:01.8	The Agile brand.
1:16.6	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know. Stay curious, stay agile, and join the top enterprise brands and Martec platforms as we explore marketing technology,
1:23.6	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
1:29.1	Together we'll discover what it takes to create an Agile brand, built for today and tomorrow,
1:33.5	and built for customers, employees, and continued business growth. I'm your host, Greg Kilstrom,
1:39.7	advising Fortune 1,000 brands on Martec, AI, and marketing operations.
1:49.2	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology services, talent services, and real-world application.
1:53.6	For more information, go to T-E-K Systems.com.
1:57.5	To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on, and leave us a rating so others can find us as well. And now on to the show.
2:09.1	We are here at E-Tal Palm Springs and seeing and hearing the latest and greatest in e-commerce and retail.
2:15.2	Retailers are constantly shifting budgets between paid search and SEO,
	...

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