We will determine how your business objectives should "sound" to online campaigns, we find creative solutions that reach to your customers
Through a successful strategy you will save your marketing budget and will see the progress of the campaign in the long run.
We can also include in the strategy off-line channels at the level of the core recommendations of making digital communication, thus covering 360 degrees of communication at all levels.
At the output, we provide an integrated finished product, which is a detailed plan for the implementation of all nodes of client campaign. The communication strategy consists of a combination of the following units:
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We segment the audience by various attributes and select the character of communication on the Internet as well as a strategy to work with the drivers and barriers of the client audience. In conducting research using TNS data, YouScan, IqBuzz, Google Analytics, Yandex and reviews from open source research and client data. This product is basic and used in the preparation almost all other services.
Research - is the first and one of the most important stages of the project before start of a project:
- Analysis of a digital profile of a client audience
- Amount of the audience - what media pressure can be allocated to a specific number of audience
- Structure of the audience - a segmented target audience and what groups it include
- Socio-demographic characteristics of the target audience: age, sex, social status, etc.
- Preferences - what preferences and values peculiar to the target audience
- On what sites a customer audience is maximally focused
- Frequency of usage of the Internet and the network entry points
- Factors of purchase decision - analysis of drivers and barriers of the target audience
- Analysis of the current competitors online communication - positioning strategy, search engine visibility (up to 10 analyzes the activity of competing companies, fixed at the moment of the project)
- Client product offers analysis based on the received information from him, information from open sources, information from TNS M`Index syndicated research data bases
- Analysis of tone of audience appeal to product or to client's brand
- Analysis of internal client metrics and traffic conversion
- Content analysis of blogs and social communities
- Analysis of seasonality of products consumption
It answers the question with what idea need to go out within the communication
This product does not include media planning and detailed cost estimates for production, it solves the problems associated with the way the communication will be built with the user in the network:
- Overview of market cases
- Analysis of barriers and drivers of audience
- Description of the preconditions for creation of a creative platform based on researches
- Basic creative concept
- Description of the mechanisms for implementation basic ideas in a variety of formats: banners, website, application, special projects
- Examples of slogans, statuses (not final copyright)
- Drawing ideas (not the final rendering, but understandable for decision making and perception)
- Description of the company's strategic interaction nodes
- Description of the formation of traffic flows within the campaign
In this product we will tell how to use the various formats (banners, applications, websites, groups, etc.) and solve the communication problem. Creative strategy is usually ordered when there is a new product launch or rebrand. Depending on the complexity of the product we provide a number of ideas, formats and depth of their elaboration.Personal presentation to client - a desirable condition for creation of this product.
Media Strategy of Promotion and Advertising
It allows you to accurately assess the level of costs and the number of required media pressure to perform tasksFor implementation of this product is required to use the service "Project Analysis" described above. Media strategy includes:
- Description of digital profiles of all segments of customer target audience as well as such characteristics as: thematic targeting, susceptibility to various media tools, the frequency of presence online
- Defining the core of target audience and its expansion
- Selection of target segments for the impact of an advertising campaign
- Formulation a media campaign objectives
- Selection of media tools
- Postulation of the phasing of implementation of media strategy
- Presentation of platforms and media tools that are recommended for use in the campaign
- Demonstration adaptation of creative concepts proposed to client for use in campaign
- Preliminary report on the effectiveness of the project (PRE-Campaign Analysis)
- Detailed media plan including the discounts, coverage, cost of contact
- Calendar plan
- KPI Forecasts
It can be as a tactical part of the communication strategy as well as self-service. Media strategy due to the correct frequency exposure and selection of high-quality resources capable to saving up to 40% of yours advertising budget! Media strategy is not include creative this service is used to better understand of tactics of the placement and volume of media pressure.
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According to the analysis, we give specific recommendations for further advertising campaigns, in particular:
- Reaching your audience
- The effectiveness from frequency of displaying advertising messages
- Conversion from creative of advertising message
- Classic indicators: CTR,CPT,CPM (plan/ fact)
- Intersections of audience
- Data analysis of Google Analytics (conversion, goals, time, sequence)
- Content analysis of brand mentions (YouScan, IqBuzz)
This analysis allows you to have a clear understanding of the correlation of planned and actual KPI. On the basis of this analysis we generate recommendations for future media activity. In conducting this analysis used metrics: Google Analytics, Yandex, own technology.