Online Marketing : Online Marketing Strategy

Sitting alongside the Website Strategy is the Online Marketing Strategy - your blueprint for acquiring, converting and retaining online traffic.

Acquisition is all about raising awareness of the site among target audience groups. To do so, we work with you to define your current and prospective corporate, business or consumer audience groups, study where they spend time online, and devise the best strategy for making your site sticky enough to attract them.

Conversion involves presenting a compelling reason for visitors to interact with the site and respond to your calls-to-action. These could include ordering a catalogue or brochure, completing a survey, requesting communication or buying a product. It's a crucial element in the trio of trafficking disciplines because even the most effective acquisition strategy is flawed if a hole in the bucket remains unplugged and hard-fought visitors simply drift from the site. Using the information we gather in the Site Audit, we're able to recommend the features, tools and structures need to improve and measure conversion.

Retention is the key which unlocks sustainable growth for your site. Here, the focus is on making sure the visitors we've attracted and the members or customers we've secured from them, continue to use the site. To establish a high retention rate, users must be satisfied with the online experience you offer them. This means building a meaningful and sustainable relationship with them.

Drawing from the outcome of the stakeholder interviews and competitor analysis in the Site Audit, we recommend added value content, helpful tools or other digital communication devices which are known to encourage repeat visits.

We have developed effective Digital Communication Strategies for a wide range of clients including:

• BankWest

• HBF

• Northern Territory Tourism Commission

• Burswood

• Transperth