Channel Optimisation

As companies advance in the digital space they tend to look at the opportunities and either do not explore the opportunities available to them due to lack of expertise or if they do only really get to a stage of ticking a box and not exploring what else could be done to explore the specific digital channels where there is clear potential.
Over the years we have found this a very common scenario which is why we do what we do and we love it.  Nothing is more satisfying than taking an emerging digital business and optimising all their digital pillars to ensure coverage, and coverage in today’s digital vision is what we all need. If you become complacent in the digital arena you will fail and many large and small businesses are guilty of this.

Here are some of the common digital channels need constant optimisation for any digital business;

SEM – Search is forever changing which is where a huge focus is required to ensure you do not having a creeping cost of sale (CoS) but are also able to deliver the right level of coverage to a targeted audience every day, at different times of the day and with the right message at that time of the day. Consider what your acquisition cost is and what amount of time you dedicate to this channel, what is it worth for you to get this pillar optimised ?

SEO – Organic placement is the holy grail due to the reduction in cost of sale when blended into your overall acquisition mix but don’t let your agency tell you they are effectively working this into your brand performance as well as its just not the case. Structuring your site for visibility as well as UX is a fine line and needs a decent amount of consideration here but you need to ensure you are search optimised for the right audience across the keyword tail where there is a true relevance to your product otherwise you are wasting your time and resource. Our assessment our your current digital strategy will determine where you need to be and the opportunity available to you.

DOWNLOADS – Whether you are driving brand awareness via your app exposure and activation or whether you are driving app usage to support a strong CLTV you need to consider market place activity to ensure cost per first booking maintains its efficiency which is where we come into the picture. Understanding the download marketplace is very complex and needs to be monitored on a very regular basis as well as supporting you app partners and store based optimisation. Get this right before investing in ASO as the basics can be covered pretty quickly without the smoke and mirrors most ASO agencies are stating.

CUG – Closed user groups are key to channel effectiveness and the direct to site contribution but you need to choose wisely and work with the right users. We have 17 years of experience in working with selected partners this way and can advise well.

AFFILIATES – Have you explored affiliate dialogue yet? Whether you manage this yourself or via a network partner you would be in a very small group of companies that do not utilise affiliates to drive business for you on the basis you reward them on the basis of converted sales. We see a very acceptable CoS with all the affiliate modelling we have integrated within the digital strategies and of course we recommend an always on approach to supporting this channel, actively pushing affiliates to deliver for you and then rewarding them when they do which keeps us all happy. Too many companies are sceptical of affiliates but when they drive traffic direct to site based on the toolkit you provide them along with very clear guideline on what is and is not acceptable can only be a positive contribution to you digital strategy. Develop – Execute – Optimise is key here and it’s an area which is very close to us are we are convinced if managed effectively, affiliates can only be complimentary to your digital strategy. It’s just having the right level of expertise, vision and understanding to support this.

PARTNERS – Whether you are offering a B2B solution for trade partners or a deeper level of users depending on the functionality provide to external partners there is a straight froward model that can be applied to ensure this channel is optimised. Whether its offering hotel rooms to online travel agents where your CoS is higher than it could be with a partner or whether you prefer the reach your partner has on a specific product either physical stock or virtually delivered then partners can support a decent proportion of your business. The decision is how far you want to explore this channel and who maintains overall merchant status with customer.  Optimisation here is key without compromising on your channel effectiveness.

REMARKETING – A very important consideration in your overall digital strategy.  Audience profiling is an emerging technology and not one to miss out on today or in the future as you could be building your audience today to then present to them in the future window so don’t miss out.

GLOBALISATION – Probably one of the most important considerations in todays digital channels are how you explore the Global business. We have been working on Global activity since 1999 where we recognised a huge opportunity on the business mix and have never looked back as the effectiveness to support your inbound market or to expand into new and emerging markets should be considered in your digital strategy especially where this channel can typically deliver up to 25% of your revenue.
As you will see from the above there are some core digital pillars that need to be managed extremely well, optimised on an almost daily basis and then strategically planned to a level of detail that covers all eventualities otherwise you will be in a reactive digital mode rather than a consistent pro-active BaU digital environment.  Again this is where we excel for our clients as we live and breathe online and can take the stress and strain out of your business when it comes to the digital arena.

Get in contact and see what we can do for you.

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