digital capabilities-deck-2016
TRANSCRIPT
2016 Digital Capabilities
Who we areDMW Direct is a different breed of advertising/marketing agency.We utilize an omnichannel approach to connect directly with customers and engage them at critical decision points in their buying process. We don’t just focus on engaging and informing; but persuade and motivate them to take the appropriate action.Unlike more passive traditional advertising, or digital marketing agencies, our three decades of direct response discipline crafts both brand and persuasive messaging to achieve your goals and deliver a better ROI.
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Who we work with
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Digital Services
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• Web Strategy & Planning• Audience profiling• Task and content analysis• Marketing Strategy• Market research & competitive analysis• Messaging Strategy
•User-Oriented Design• User Interface Design (website, mobile,
applications, email)• User experience (prototyping, Information
architecture)• Website Heuristics
• Digital Marketing• Management of media buys/placement/performance• Search engine marketing (SEM & SEO)• Social Media Marketing• Pay-per-click campaigns (PPC)• Display banner campaigns (PPC & CPM)• Co-Registration and CPL/CPA programs• Permission based emails
• Email Marketing• Email audits (creative, analytical) • Create/manage email campaigns• Email segmentation• CRM & Marketing Automation
•Web-Based Development• Website Development (HTML, CSS, PHP)• Application Integration (CMS, CRM)• Mobile Applications (iOS/Android)• Multimedia based applications
• Web Analytics & Reporting• Conversion rate optimization • Dashboard creation / reporting• Visitor path analysis• Link contact data with behavioral data• Creation/Analysis of online data models
Our Methodology
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Web Strategy & Planning
Web Strategy & Planning
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Any successful project must begin with a strong strategy. We determine your business objectives, analyze current metrics and develop KPIs.
The result? An actionable plan for moving forward with your program.
Program Features:• Assessment of current and long-
term business objectives• Core audience study (primary and
secondary customer/user base)• Competitive analysis• Market research• SWOT
• Project plan• Marketing strategy• Content strategy• Technology assessment / Functional
specifications• Persona development
Objectives of a successful web strategy
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• Defines your campaign’s primary purpose and objectives
• Understand your target market
• Identify the differentiators of your brand
• Determine the benefits of your products and services
• Determine all necessary strategies and tactics needed to achieve your goals
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User-oriented design
User-oriented design
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Our team leverages the appropriate mix of right and left brained thinking to design creative executions that communicate to your unique audience groups and prompt them to take action – whether it be gaining customers or driving revenue.
Capabilities:• Creative concepting
• Information architecture: (wireframing / prototyping)
• Visual Interface Design (web, mobile, application, marketing tactics)
• Heuristic Evaluation / Usability Studies
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Web-based Development
Web Development
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Directing your customer to a product or service is not enough to succeed. You must provide the right experience to your audience in their desired medium. Our team does just that from concept to completion. We develop full websites, landing pages and so much more.
Capabilities:• Front-end Development: HTML, CSS,
Javascript• Back-end integration: PHP / MySQL• CMS Integration (Wordpress, Expression
Engine, Drupal)• Responsive / Adaptive development• Landing page development• Web & mobile application development• Conversion rate optimization, A/B split testing• Q/A testing
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Digital Marketing Programs
Overview of the media process
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MediaStrategy
Planning &Buying
Analysis &Optimization
Planning:• Direct response needs
assessment• Research & testing
integrated media plans
Analysis:• Media tracking• Pre and post-buy • Performance reports
Buying:• Negotiation• Placement of all media• Schedule maintenance
Optimization:• Scheduling• Media mix• Vehicle allocation
Paid Search
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Paid search (SEM) enables you to reach your customers at the exact moment they are looking for your products and/or services. When users perform a search within a search engine, they are indicating to you which products they are interested in.
Program Benefits:• Pricing Model: pay-per-click (PPC) model• Media Placements: Text listings, bids for
placements• Targeting Capabilities: Geo-targeting, Contextual
by keyword, Day-parting
Pay-per-click Campaigns
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Pay-per-click (PPC) advertising is an effective way to generate immediate traffic. Similar to SEM, it allows you to target individuals within specific websites that they trust.
Program Benefits:• Pricing Model: pay-per-click (PPC) model• Bid on publisher and vertical categories that best
fit your product or service• Ability to retarget with more relevant content
based on previous behaviors• Targeting Capabilities: Geo-targeting, device
type, day-parting, demographic and psychographic
Display Advertising Campaigns
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Display advertising is a form of online advertising where an advertiser’s message is shown on a destination website, generally displayed within a box at the top, bottom or to one side of the content on the page.
Program Benefits:• Pricing Model: pay-per-click (PPC), impression
(CPM) or cost-per-action (CPA), cost-per-view (CPV) model
• Programmatic buys based on specific industry/vertical websites
• Native buys – develop custom experiences, content sponsorship
• Targeting Capabilities: content, device type, geo-targeting, demographic, psychographic
Permission Email Campaigns
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Permission based email communication is targeted to consumers (publisher websites) who have opted in to receive information from 3rd party advertisers. This acquisition program uses demographic and behavior points to target and reach the right consumers, with your offer at the right time.
Program Benefits:• Connect with “pre-qualified” decision makers who
have a demonstrated interest in a specific product or service
• Opt-in; Sent from a trusted source (Publisher)
• Exclusive dedicated message (solo email message)
• Email communication is from established frequency
• Targeting: geo-targeting, demographic, psychographic
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Email Marketing Programs
Email Marketing
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Email continually ranks as the number one direct channel in both daily use and consumer preference for both personal as well as marketing communications. It is thriving, thanks in large part to a whole new generation of mobile smartphone and tablet users that are driving anywhere, anytime email usage.
Capabilities:• Messaging strategy• Audience targeting and segmentation• Campaign development• Platform integration (CRM, Marketing
Automation)• Tracking and Optimization (A/B, multivariate
testing)• Campaign Reporting
CRM & Marketing Automation
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Once Individuals have been identified and captured within a database we recommend utilizing a platform to nurture them so that your Sales staff are not wasting time responding to everyone. The recommended program should contain business logic to identify/qualify individuals that are closer to purchase point, and/or are more likely to convert to paying customers
Objectives:• Reduce time to close and time spent on
communicating with “tire kickers”
• Nurture leads and move down sales funnel through automated processes
• Develop systematic process for pre-qualification and increasing lead closure rates
• Leverage acquired customer data to grow database of “intelligent user records”
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Web Analytics & Reporting
Web Analytics & Reporting
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We leverage reporting to drive strategic recommendations, understand visitor behavior, performance/ROI of marketing channels.
Capabilities:• Campaign performance, click-to-call
activity (Acquisio)
• Web traffic and conversion activity (Google Analytics)
• Website/Landing Page effectiveness via Heat Map and Scroll map analysis (CrazyEgg)
• Custom dashboards
• Weekly / Monthly / Quarterly reporting
