Digital and Social Media
Digital media channels such as the web, social media and mobile apps are dramatically changing the corporate communications landscape. That’s why we offer our clients integrated, research-based digital and social media solutions to influence changes in audience awareness, beliefs and behaviours.
An effective digital strategy harnesses the power of owned media to directly reach an audience that is connected to you. This includes your website, social media channels, mobile apps and email lists.
Our digital and social media programmes incorporate the latest trends in online behaviour and work in tandem with traditional media campaigns. Blending paid and earned online strategies, we tailor our campaigns to specific audiences and our clients’ communication goals.
Case study: Developing a web strategy for an ASX-listed company
One of Australia’s leading independent medical device distributors wanted to completely redevelop their website. The current site did not accurately reflect their positioning in the market and was actually harming their strong brand identity.
We conducted research to quantify the client’s goals and assessed their existing capability and technologies. This included:
- Workshops with C-suite executives, sales and customer service teams, IT, HR and marketing to discuss customer segmentation analysis, data collection and management. We also created a customer journey map to identify all touchpoints on the pathway to purchase.
- Reviewed Google Analytics to understand current site performance and audience behaviour.
- Met with customers to learn how they used the current site and what features/functions/content was important to them.
- Reviewed the competitor landscape to identify strengths (to be matched) and weaknesses (to be exploited).
All of the findings and recommendations were incorporated into a strategic plan document.
Following the submission of the strategy, the client took the recommendations and briefed a web design agency to redevelop the website.