Digital marketing

Making the most of online opportunities

The breadth and variety of online media opportunities available today allows us to plan, create, test and deploy highly targeted marketing messages cost-effectively.

Engage. Connect. Convert.

When considering online campaigns, we frame our thinking by creating an ideal journey plan for the customer or donor. The three broad steps we look at are engagement, connection and conversion. Engagement is about being noticed, being amusing, being remembered or starting a conversation. Connections are about being useful, being shared, being linked together. And conversion is a simple step through to donation, sale, trial or sign-up.

We like to choose from a wide variety of online opportunities when creating campaigns. Each channel has different benefits and possibilities; search, for instance, is heavily intent-oriented, whilst social is able to be more interruptive. The goal is to find the optimal media match to provide the best chance of achieving our desired outcomes.

Using the Google and Facebook ad platforms gives us a powerful suite of options when it comes to testing responsiveness and maximising effectiveness. We create multivariate test plans discover where the hot spots of response or engagement may lie.

Maximising the mix of medium, audience and content

We like to choose from a wide variety of online opportunities when creating campaigns. Each channel has different benefits and possibilities; search, for instance, is heavily intent-oriented, whilst social is able to be more interruptive. The goal is to find the optimal media match to provide the best chance of achieving our desired outcomes.

Using the Google and Facebook ad platforms gives us a powerful suite of options when it comes to testing responsiveness and maximising effectiveness. We create multivariate test plans discover where the hot spots of response or engagement may lie.

Layered on top of search, social and display campaigns we usually apply techniques to improve targeting. For example, we can upload a customer list to create idealised segments. Or we can use geo-targeting to create segments of people in a particular location. And of course, retargeting can be a powerful tool applied to the conversion stage of a customer journey.

Recent digital marketing case studies

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