DIGITAL MARKETING

Targeting and segmentation

A company’s online customers have different demographic characteristics, needs and behaviors to its offline customers. It follows that different approaches to segmentation may be required and specific segments may need to be selectively targeted though specific content and messaging on your site or elsewhere on the web. This capability for “microtargeting is one of the biggest benefits of digital marketing. Specific targeting approaches to apply online include: demographic, value-based, lifecycle and behavioral personalization.

Positioning

We position your online products and services the customers by reinforcing your core proposition. Proving your credibility by defining your online value proposition. We define key messages for different audiences, e.g., prospects against existing customers, segments with different value.

Proposition and the marketing mix

We consider the digital marketing mix by providing differential value to customers through varying the 4 Ps online through Product, Price, Promotion and Place and adding value through service.

Brand strategy

Gaining 'street cred' online is now paramount to success. We know how and where to do that brand favor ability follows credibility and trust - We understand the reasons to make audience engaging with your brand, increasing click-through rate and how to demonstrate your brand credibility online.

Online presence

This includes your own Website strategy (one site or four, subdomains, what are the site goals and how it will be achieved...) and priorities for social presences. Our digital marketing radar helps you prioritize your online presence to reach and engage your audience.

Content and engagement strategy

We will craft the content that will feature to gain initial interest, support the buying process (text and rich media product content and tools) and stickiness and to promote return visits (blogs and community). Considering user-generated content too, such as reviews, ratings and comments. We will prioritize content types and ensure to devote sufficient resources to it to create quality content which helps you compete.

Documentation

We consider how to drive visitors through Online channels, offline media and integrated campaigns.

Our traffic acquisition strategy would include:

• Search engine marketing (organic and paid)
• Social media marketing and Online PR (brand strategy)
• Display advertising
• Email marketing to leads database
• Partner and affiliate marketing

Support and New Features

We would argue that social media marketing is part of a broader customer engagement strategy plus brand, acquisition, conversion and retention strategies. However, many organizations are grappling with how they get value from this, so we help organizations to develop an overall social media marketing strategy.