Middleberg Euro RSCG, a New York-based communications agency, has been tapped by The Metropolitan Museum of Art to develop its first online marketing effort to drive traffic to its site.
Already, said Christopher Hayes, chief new economy officer at Middleberg, work has begun to maximize the Met’s appearances on most search engines.
“It’s really difficult these days because there’s so much clutter out there, there’s so many companies, and search engines are consistently changing their algorithm,” he said. “You can rank in the top one day and the next you may not rank at all.”
Middleberg also will launch this week an opt-in e-mail marketing campaign to attract new visitors to the Met’s Web site. The 150-member agency will also promote the Met’s new affiliate program that will tie into its e-commerce store. “We’re going to be doing grassroots campaigns,” said Hayes.
Hayes said the Met plans to move quickly with its online program. “That’s one of the reasons we went with them,” he said. “They understand that this is something they need to do to compete.”
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity