Digital Marketing Packages and Methodology
 
The success of the packages we can offer for digital marketing is essentially based on one fundamental step: Accurate assessment of the client. As our experience has shown, we can categorize clients in three groups. Following is the information for each individual group and the different approaches and the methodology for achieving success with a digital marketing campaign.
 
I. Reference Point Positioning and On-Line Branding

For clients where the effect of such digital marketing campaign is not a direct impact on consumer sales but it is to guide the existing demand towards the client’s products and services. For instance, pharmaceutical companies, law firms, medical clinics, machinery partially/completely finished product manufacturers, etc… where the consumer demand is influenced by third party’s “subjectively suggestive” criteria. The goal is to inform the consumer about the client’s solutions/offerings for this demand, have the consumer inquire about it through the third party consultancy.

As a case study, since it is highly popular we can analyze a company in a pharmaceutical field. Since in most cases there is no expectation of direct sales, the ultimate goal is to guide the consumer’s existing demand towards the client’s (pharmaceutical company) solutions/offerings.

For example, if the client is offering a new medication/supplement for a headache, here is the methodology we follow to achieve success in digital marketing:

  • Creating/Modifying the Website with high density variations of the words to be indexed in relevant queries in search engines through their robots.
  • Before implementing the density of the terms, there is a research to be done. The terminology and the words to be used and the density of them are based on the results of such analysis.
  • Creating informative and independent articles about the terminology and then syndicating the content to 3rd party relevant information sites/portals as content.
  • Obtaining multiple domains relevant to the search criteria.
  • Vertical positioning in professional networks, and placement in horizontal networks.
  • Newsletter broadcasting campaign to the relevant professionals.
  • Running PPC campaign through Google, Yahoo and Msn.
  • Creating interactive platforms to create a "word of mouth" effect.

At the end of the campaign we aim to achieve the familiarity of the pharmacists/doctors/clinics where the product is suggested and having the consumer know about the product so they can inquire about it pro-actively from their pharmacists/doctors/clinics.
 
II. Non-Ecommerce Sales Generation and On-Line Branding

For clients where the effect of such a digital marketing campaign is to generate sales and/or to reach potential clients by generating demand and/or guiding the existing demand towards the client’s products and services in B2B and/or B2C level. For instance, clothing manufacturers, retailers, service industry, consultancy firms, tourism industry, etc… The goal is to inform the consumer about the client’s solutions/offerings for this demand, and position the client as an alternative and/or convenient supplier.

As a case study, we can analyze a company in a fleet management and transportation field. In such a case, while there is no expectation of automated on-line sales, there still is a goal of direct sales and the sales are concluded by written correspondence and/or face-to-face/teleconference meeting. The ultimate goal is either to guide the consumer’s existing demand towards the client’s (fleet management company) solutions/offerings or acquire potential future client by providing them information about capabilities and conveniences of the company. Here is the methodology we follow to achieve success in digital marketing:

  • Creating/Modifying the Website with high density variations of the words to be indexed in relevant queries in search engines through their robots.
  • Before implementing the density of the terms, there is a research to be done. The terminology and the words to be used and the density of them are based on the results of such analysis.
  • Creating informative and independent articles about the terminology and then syndicating the content to 3rd party relevant information sites/portals as content.
  • Obtaining multiple domains relevant to the search criteria.
  • Vertical positioning in professional networks, and placement in horizontal networks.
  • Newsletter broadcasting campaign to the relevant professionals.
  • Running PPC campaign through Google, Yahoo and Msn.
  • Creating interactive platforms to create a "word of mouth" effect.
  • Placement of relevant but non-competing ads (for acceptance) on major transport/fleet brokerage portals and outbound content integration where is available.
  • Integration of reference oriented testimonials of the past experiences and completed projects from existing client base.

 
III. E-Commerce Sales Generation and On-Line Branding

For clients where the effect of such a digital marketing campaign is to generate on-line sales by generating demand and/or guiding the existing demand towards the client’s products and services in B2B and/or B2C level. For instance, retailers who want to facilitate their clients’ purchases by on-line offerings, manufacturers who want to open a direct on-line retail channel, custom design product manufacturers etc… The goal is to inform the consumer about the client’s offerings, conclude the sale on live on-line environment, process and administer the order fulfillment for the pending orders, provide after sale services for the clients, integrate the on-line store for the conventional accounting system and position the client as an alternative and/or convenient supplier.

As a case study, we can analyze a company in on-line jewellery retailing field. In such a case, the goal is to build confidence in client towards the company/web-site and conclude the sale on-line. The ultimate goal is to guide the consumer’s existing demand towards the client’s (on-line jewellery company) products. Here is the methodology we follow to achieve success in digital marketing:

  • Creating/Modifying the Website with high density variations of the words to be indexed in relevant queries in search engines through their robots while keeping the database output to act as statically rendered individual pages to facilitate the search engines to index the individual pages .
  • Before implementing the density of the terms, there is a research to be done. The terminology and the words to be used and the density of them are based on the results of such analysis.
  • Creating informative and independent copyright articles about the terminology and then syndicating the content to 3rd party relevant information sites/portals as content. This will not only drive the relevant traffic inbound also will increase the ranking in search engines.
  • Obtaining multiple domains relevant to the search criteria.
  • Vertical positioning in consumer networks, and placement in horizontal networks.
  • Newsletter broadcasting campaign to the relevant professionals.
  • Running PPC campaign through Google, Yahoo and Msn.
  • Placement of relevant but non-competing ads (for acceptance) on major gift ideas, luxury items and fashion portals and outbound content integration where is available.
  • Creating interactive platforms such to create a "word of mouth" effect. Placement of relevant ads on entertainment portals.
  • Running demographically promotional PPC campaigns through social network profiles.
  • Integration of reference oriented testimonials of the past experiences and completed sales from existing client base.

 
Getting Results
 
 
The methodology we have structured is solely based on logical analysis of successful digital marketing campaigns and applied SEO experiences we’ve accumulated through out the years. Application of the methodology we follow have brought even the smallest companies 25 % increase in sales per year in consecutive 3 years while the conservative expectation of a successful digital marketing campaign is 10 %.
 
There are no short cuts or cheats in digital marketing strategies, as competitive as the market is, conventional print media and TV/Radio advertisement ROI ratio is getting weaker as the alternatives increase and the content of such “customer acquirement” channels are becoming redundant. Present time represents the brightest opportunity for businesses to have an open mind and position themselves well in on-line environment.
 
Pricing
 
Due to the variety of options for different business models and applicable digital marketing and SEO strategies, there can not be a menu type of pricing. Each case and client’s needs and goals need to be analyzed on case to case bases for initial structuring (creation and/or modification of Websites and sub-merchant accounts, social network integration etc.), extent of intended campaigns (PPC, coupons, promotions etc.), dynamic following of changing consumer demands and application/adaptation of raising trends. Only thing can be surely said is the ROI ration of digital marketing is always higher than conventional marketing campaigns.
 
We can work out the details of your Digital Marketing Campaign to be the most cost effective solution based on your goals and requirements. Contact us with a list of your requirements and goals, we will guide you on the best course for your project.