What Do We Do ? – We Do Digital & We Do It Extremely Well !
We know digital and we apply what we have experienced over the last 17 years in digital to our clients businesses, projects and digital management teams effectively providing you with a dedicated digital resource to deliver strategy, implementation, management and a huge amount of resource across the digital arena. Our expertise provides you with a core to support your digital business execution whether it may be an targeted approach to paid search or a strategic review of your digital strategy to improve your current direction or really to provide a sense check of your core digital KPI’s so we are able to deliver your expectations.
Our approach varies depending on the clients requirements and how far they have evolved in the digital arena and what resource is currently in place either in the acquisition, conversion or retention channels which we identify and develop with existing teams or deliver a turnkey solution for partners who do not have inhouse resource. Either way at Digital Counsel we are able to understand your requirements, deliver a digital strategy that is second to none and then execute in line with the business.
Our digital expertise includes:
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.
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.