Effective Digital Media Strategy

Effective Digital Media Strategy

We helped a client in the footwear industry increase their sales without incurring the considerable expense associated with opening traditional retail outlets. Working closely with our client we designed a digital media strategy that would drive traffic to their e-commerce enabled website and convert that traffic into sales.

The first phase, or launch strategy, involved website design, content strategy and SEO. We used our client’s segmentation, brand positioning and value proposition to develop and refine a set of personas that represented a cross section of their audience. This ensured that we could empathise with and understand what they were looking for and map basic journeys that would enhance their user experience.

We designed a strategy to drive traffic to the website through a variety of means including search engine optimisation, on-line PR activities, advertising and an affiliate marketing program. These strategies delivered high quality traffic to the website on a moderate budget.

Finally we used traditional communication methods (mainstream advertising and PR) to drive traffic to our client’s website.

The next phase involved carefully testing and tracking the chosen information channels to optimise every aspect of our client’s digital presence. This included testing landing pages, as well as tracking usage patterns and return rates to optimise conversion rates.

One of the marketing objectives was to increase short term sales. We helped our client achieve this by focusing on highly qualified traffic arriving to their site and increasing the chance of visitors being converted into genuine sales.