MARKETING + STRATEGY
Marketing and Strategy take place at the beginning and the end of every project. From market analysis to user experience research, we take a hard look at where you're at and define goals for where you want to be. We interact with you, your clients and often a collection of different user groups, to ensure we're creating an interactive marketing plan that differentiates you and your company, and puts your brand in front of the right people.
We work with our clients to define their own place in the market, identify strengths and weaknesses and seek out possible opportunities.
Quite a bit of our analysis is based on analytics from an existing site we take over, or analytics that we review after we've launched a site. We are able to measure a brand's success or failures largely on page views, bounces and amount of time their user base spends on the site. And when those analytics don't tell us enough, we dig deeper to analyze form submissions, sign ups, dropped carts, or whatever metrics are associated with business success. This gives us quantitative statistics which helps to define creative direction and design decisions.
The creative brief contains recommendations that come from this process, and is thoroughly comprehensive. It outlines our online marketing, web design and technical decisions; from using Flash or Javascript; Wordpress or Magento… or using our custom O3MS; to how to implement Social Media and Search Engine Optimization strategies.
MORE SPECIFICALLY...
When outlining your company's place within its marketplace, we define and analyze the industry itself. We break down trends and create a roadmap of opportunities. The analysis includes a high level perspective that takes traditional and interactive marketing elements into consideration.
To help you stand out from the competition, we spend a lot of time analyzing competitor websites and marketing strategies. We use side by side site and marketing comparisons to assess how we can take advantage of other company's shortcomings.
One of the most important parts of our discovery process, we interview the people who interact with your site to gauge their initial reactions, track the path they take on the site, and assess their experience based on specific questions. We hand pick each individual and make sure they are different age ranges, different genders and cover specific user profiles.
We dig deep into the statistics of your current website to highlight and analyze the numbers that are impacting your business operations. We look at bounce rates, page views, time spent on site, and seasonal traffic patterns, which all tell a great story about how your company is doing. The online marketing statistics also have a major impact on your brand's success in the traditional world. (When you hire us, we'll elaborate on that. We'll also explain why we consistently talk about the analytics supporting our “Philadelphia Web Design” and “Philadelphia internet marketing” mentions that exist all over the site).
The creative brief, which is often not so brief, is a comprehensive and organized blue print for your project. It includes user feedback, analytics breakdown and analysis, competitive analysis, and is broken up with several pretty looking design elements for the visual learner. From pie charts to statistical graphs to screen grabs of examples of websites and ideas, it is the document which establishes the offline and online marketing, design and technology direction we're going to implement.
The vast, growing popularity of social media can be a valuable tool for any company. But just like any other interactive marketing initiative, you need a strategy. Joining most social networks is free, but using them effectively, establishing the tone, integrating it with your website, and managing the campaign is where we come in.
Growing up I played a lot of soccer, and I knew a lot about being a goalie, because I was a defensemen. Did I ever want to be a goalie? Or could I have been a good goalie? No way, I'm too short. But I knew a lot about it. Well it's kind of our approach to Search Engine Optimization and Search Engine Marketing. We are incredibly well educated in the field and know how to effectively build a site and place terms - like Philadelphia Web Design for example - but we work with well established and knowledgeable SEO partners to actually build and manage the ongoing campaigns.
When we handle online media planning we take a more customized approach. We spend a lot of time developing video and viral marketing ideas, and we reach out to independent bloggers and influencers to try and share your message in a unique manner. And if and when necessary, we certainly can work through an ad network to target some of the largest sites for ad buys.