Digital Marketing

The multiplicity of points of attention and the increasing complexity of the purchasing process must be considered. Exploiting data and the customer journey is essential to take business-oriented decisions.

Today's consumers are exposed to an increasing amount of information and advertising in all its forms. The media mix has broadened to capture maximum attention and digital investments are on the rise. A brand is visited on average by 55% of new visitors. Returning visitors are more likely to engage and convert than new ones. Thus, promoting retention and loyalty is a priority (30% more likely to convert). On average, 65% of web traffic comes from organic sources regardless of the size of the company, hence the importance of being highly visible and referenced, regardless of budget. Being the reference on search engines and specialized sites is key. Other sources of traffic may be less engaging, but their impact is not to be neglected, each channel has to play a role. It is therefore necessary to find the media combination that allows the best efficiency.

Once the attention has been captured, the challenge is to create consumer engagement and preference. To do so, it is crucial to tell a story and arouse emotion. Social networks have taken over everyone's life and brands need to use them to create strong links with their online community. The members of these communities become brand ambassadors and spread the values of the brand. They only reinforce the brand’s e-reputation. On the website, the objective is to create a differentiating user experience, to offer inspiring content, which can notably highlight the community to reinforce this sense of belonging and identification among users. Obviously, it is necessary to offer online services that perfectly reflect the brand identity. The online experience must necessarily be consistent with the one that might be experienced in the store.

In order to encourage conversion, this experience must be optimized and match perfectly the expectations of the moment and user’s profile. Customer journeys are more complex, users consult their favorite sites through multiple screens... All channels and devices should be exploited to send the right information at the right moment to facilitate conversion… Mobile must be a strong focus point as most of the traffic comes from mobile (about 55% of sessions on average) and the share of mobile traffic has even increased (+21% for large retailers, +10% for the automotive industry in 2019 according to Content Square…. ). However, less users in proportion tend to convert on mobile devices… And yet there are still too many websites that are not perfectly adapted to mobile. As a result, conversion on mobile remains much lower than on desktop (2.5 times lower). Progress still needs to be made...

Also, this experience must be pleasant, fluid and necessarily personalized to meet the needs and expectations and thus maximize conversion (+19% additional sales for a website using personalization according to E-consultancy). A new visitor will be recommended popular products, for example, when a returning visitor will be offered products for which he has shown appetence. This experience can be based on technological innovations and can be enhanced. The idea is to exploit all possibilities in order to create a differentiating and innovative experience.

These 3 pillars which are acquisition, engagement and conversion are interdependent and participate in a virtuous circle. Considering your consumers also means broadening your customer base: 69% of consumers who feel considered would recommend a brand!

Here are some of the points we feel are important:

Starting from the existing situation and let the figures do the talking, by means of a diagnosis of the customer/user experience
  • We believe that it is necessary to rely on data to build solid and relevant diagnoses. Decision-making can no longer be based simply on intuition.
  • We believe that our skills can be combined with those of other data specialists in order to go further in the analysis and interpretation of data
 
Starting from the customer
  • We believe it is important to complement the quantitative data collected with qualitative data.
  • Customers/users are necessarily at the heart of digital projects and satisfied customers/users will convert. It is therefore useful to define them, include them and listen to them, in order to understand their expectations, to know their feelings and to identify the points of dissatisfaction, in order to better orient your work axes and priorities.
  • The objective is to define the important points for the customer, to determine the digital interactions that generate satisfaction or, on the contrary, disappointment, and to identify the priority areas for action.

 

Define your ambition, objectives and means
  • We believe that it is fundamental in every digital project to clearly define your objectives, to prioritize, plan and segment them, sharing them with all the collaborators. The roadmap will be built around these objectives and will define the organization of the project.
  • The availability of the necessary human and/or financial resources must be ensured prior to the implementation of the project. Finally, the objectives must be easily measurable, thanks to clear and relevant performance indicators that are shared and understood by all employees. They will guide the measurement of the project's success.
Advocate agility and test & learn
  • We believe that the agile method is adapted to the organization of a digital project, which evolves according to the needs. Continuous improvement is sought and allows you to react quickly to unforeseen events.
  • It is also a question of deploying with test & learn of the underlying worksites to the global worksite in order to quickly identify problems to be rectified and optimize the worksites based on feedback.

CUSTOMER JOURNEY PERSONNALIZATION & RETENTION

OMNI-CHANNEL/PHYGITAL

CUSTOMER CARE & SELF-CARE

Data collection & Diagnosis
  • Analyze the customer journey with data from the website & CRM
  • Experience testing/collect customer observations* (customer satisfaction surveys, reviews, social network comments)
  • Build customer knowledge (profiling)*
  • Define and evaluate the KPIs to follow
  • Resume findings and establish a diagnosis
  • Identify opportunity points to personalize the customer journey
Target
  • Define goals and personae
  • Create a personalized customer journey mapping
  • List all possible actions (actions on-site, CRM, display…) and create a roadmap
Implement & Measure
  • Test personalized actions
  • Geotargeting actions*
  • Measure results
  • Communicate best-in class

*Possible external partnership

Data collection & Diagnosis
  • Analyze the customer journey and data (sales online, in-store, store locator on the website…)
  • Experience testing/collect customer observations* (customer satisfaction surveys, reviews, social network comments)
  • List interaction points with the brand
  • Define and evaluate the KPIs to follow
  • Resume findings and establish a diagnosis
  • Identify opportunity points
Target
  • Define new customer journey goals and personae
  • Innovation screening
  • Create a global customer journey mapping around digitalization
  • List all possible actions, KPIs to follow and create a roadmap
Implement & Measure
  • Implement actions
  • Exploit the customer path
  • Measure customer satisfaction
  • Measure revenue uplift
Data collection & Diagnosis
  • Evaluate contact points
  • Audit contact section online
  • Audit FAQ section online
  • Analyze customer contact nature & reviews
  • Experience testing/collect customer observations* (customer satisfaction surveys, reviews, social network comments)
  • Identify pain points and opportunity points
  • Semantic analysis*
Target
  • Define goals and KPIs
  • Innovation screening
  • Evaluate suitable tools for the problematic
  • Budget the implementation
Implement & Measure
  • Define goals and KPIs
  • Innovation screening
  • Evaluate suitable tools for the problematic
  • Budget the implementation

CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

EXPERTISE SEARCH ENGINE OPTIMIZATION (SEO)

EXPERTISE CONVERSION RATE OPTIMIZATION (CRO)

Data collection & Diagnosis
  • Company’s needs for the CRM and requirement formalization
  • Analyze customer journey
  • Define perimeters, costs and timeline
  • Support for editor’s choice
  • Semantic analysis*
Target
  • Define deployment roadmap
  • Support organization in transformation (involve all collaborators, workshops etc)
  • Improve performance in daily operations through KPI follow up
Implement & Measure
  • Collect feedbacks
  • Resume best practices
Diagnosis & Recommendations
  • Analyze the customer journey with data from website & CRM
  • White hat SEO strategy
  • Competitor analysis (SEM Rush)**
  • Technical SEO audit (SEM Rush)**
  • Content audit (SEM Rush)**
Project management
  • SEO action plan formalization (resources, timeline)
  • KPI reporting formalization
  • PMO support for action plan and workforce coordination
Diagnosis & Recommandations
  • Audit data quality
  • Analyze the customer journey, from the homepage to the checkout with a web analytics tool/UX analytics (Google Analytics, Content Square…)**
  • User tests
  • Define, evaluate the KPIs to follow
  • Resume findings and establish a diagnosis
  • Identify pain points within the customer journey
  • Suggests tests and build a roadmap for A/B testing
A/B Testing
  • Create mockups (Figma)**
  • Configure A/B testings on A/B Tasty with the help of a developer (including personalized content) (A/B Tasty)**
  • Choose the right KPIs to follow
  • Launch and follow-up A/B testings
Mesaurements & learnings
  • Measure conversion rate and revenue uplift generated
  • Recommended tests to be turned live