The diversification of Internet media is an opportunity for companies to use different web-marketing levers to achieve their relationship objectives with the target of reference. Today, the integration under way between diverse platforms allows the synergistic implementation of web-marketing disciplines that, in the past, were typically tested vertically.
We believe that, in a sophisticated coverage strategy, it is necessary to simultaneously dominate the different delivery areas in order to maximise distribution and sales opportunities in a logic that preserves the maximum efficiency of the single channel:
- Search Engine Marketing (SEM)
- Intercepting self-profiled users at the exact moment that they express their need on a search engine.
- Search Engine Optimisation (SEO)
- Increasing traffic on the site through a presence in the not-for-pay results of search engines through an integrated strategy of web-content optimisation
- Social Media Marketing (SMM)
- Involving users open to establishing bijective relationships that bring them closer to brands, improving sector positioning and the ability to generate traffic and sales
- Affiliation programs
- Privileging performance by only paying for advertising based on the concrete results obtained (sales, contacts, etc.).
- Direct Email Marketing (DEM)
- Intelligently exploiting direct communication with profiled users to create large volumes of traffic while avoiding being perceived as SPAM.
- Display Advertising (Online Media)
- Creating a network to spread your offer on different web platforms by exploiting high-impact graphic formats.
- Mobile Marketing
- The evolution of the world of apps is revealing new display-logic targeting opportunities in addition to the distribution modes already consolidated on this channel (display advertising on mobile sites, SMSs and instant-win contests).
- Buzz Marketing
- The extension of social territories is creating the possibility for brands to use people's conscious identification with their values through the spontaneous adoption of messages sent within social networks.
To avoid conflicts between initiatives for the propagation of the message and the acquisition of traffic, it is necessary to act synergistically with analysis tools that check the results on one's own site and outside of it.
- Analytics
- Supporting the client in the definition of the web metrics of interest for its own business (KPIs), which are necessary for defining the appropriate (SEO, SEM, …) levers.
- Constantly monitoring the various activities of the web-monitoring strategy to check their coherence with the previously-established KPIs.
- Periodically processing and filtering reports to facilitate the definition of the web tactics necessary for achieving and maintaining the agreed-upon standards.
- Conversion Improvement
- Testing different graphic-textual solutions for recording the user's behavioural model on the client's pages (usability) in order to improve the navigation experience and, as a consequence, the rate of conversion to the objective.
Some examples of commonly defined objectives that can be improved through testing:
- registering for a client newsletter or web platform (optimisation of the form to be filled out)
- purchase of goods or services (optimisation of the conversion funnel)
- reaching determined traffic thresholds in terms of: unique visitors, pages viewed, pages per visit, rebound rate and average time spent on the site
3rdPLACE provides integrated consulting in all these areas, including web agency services, which range from the production of banners, landing pages or mini-sites to support for web campaigns through to the supply of marketing-oriented technological solutions.