1. Targeting and segmentation
A company’s online customers have different demographic characteristics, needs and behaviours 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 “micro-targeting is one of the biggest benefits of
Specific targeting approaches to apply online include: demographic, value-based, lifecycle and behavioural personalisation.
We position your online products and services in 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.
3. Proposition and the marketing mix
We consider the digital marketing mix by providing differential value to customers through varying the 4Ps online through
Product, Price, Promotion and Place and adding value through service.
4. Brand strategy
Gaining 'street cred' online is now paramount to success. We know how and where doing that - brand favourability 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.
5. Online presence
This includes your own Web site strategy (one site or four, sub-domains, what are the site goals and how will they be achieved...)
and priorities for social presences. Our
radar helps you prioritise your online presence to reach and engage your audience.
6. 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 prioritise content types and ensure to devote sufficient resource to it to create quality
content which helps you compete.
7. Digital channel acquisition strategy
We consider how to drive visitors through Online channels, offline media and integrated campaigns.
Our traffic acquisition strategy would include:
1. Search engine marketing (organic and paid)
Social media marketing
and Online PR (brand strategy)
3. Display advertising
to leads database
5. Partner and affiliate marketing
8. Social media marketing strategy
We would argue that
social media marketing
is part of a broader customer engagement strategy plus brand,
acquisition, conversion and retention strategies, but many organisations are grappling with how they get value
from this, so we help organisations to develop an overall social media marketing strategy.