Strategy, Conception & Realization
along the Digital Customer Journey
It is our mission to accompany our customers on their whole way through the Digital Customer Journey, where we provide support and help continuously to optimize the customer experience. We focus on individual actions which do justice for each contact point in the Customer Journey. That is why we trust in the combination of content marketing, SEO and social media and provide strategic as well as operative solutions.
In our interactive illustration below, we extend the classic sales funnel. Not only do we believe that the customer journey does not end with the purchase, we rather see the funnel extending itself after that – the customer uses your product or service and the relationship just started at this point.
Hover over the flashing icons and learn more about our approach:
Our services in detail
Use cases become more and more important, branded searches have taken a back seat. What’s more: Generic keywords like „SUV” in the automotive industry result in a bidding war and ultimately in increasing costs for online advertising.
To offer users relevant content which fits their use cases, we developed an analysis method called relevance analysis. The relevance analysis helps us developing adequate digital and content strategies based on concrete data that can be measured.
Platforms we designed become an important and helpful place to go for end users thanks to subjects we identified as well as supportive SEO activity. This results in sustainable, organic and high-quality traffic which ultimately leads to transactions or purchases.
How we achieve that:
- Data-based identification of the most relevant subjects, based on the brand identity and product portfolio.
- Consolidation of the identified subjects through a detailed and SEO-focused deep dive into these subjects.
- Estimation of the highest possible traffic potential of these subjects, all backed up by data.
- Evaluation of these subjects by strategic and tactic importance as well as the potential and cost to become a competent resource for end users for these particular subjects.
Read more about the Relevance Analysis here.
Based on the relevance analysis, we are able to define the basic topical orientation of the planned content platform.
We trust in a conceptional content and supply structure modell which helps us identify how the discovered subjects are organized in regards to content, how they route traffic to the portal and hence increase the conversion rate. By using this modell, the content production process can be put in place.
Best Case CURVED:
We developed a branded platform called CURVED for E-Plus, which provides the most important mobile news and updates for the Generation Touch.
The Interactive Marketing Group manages and oversees CURVED since spring 2014. The operational day-to-day business lies with our trusted partner SinnerSchrader who installed an independent editorial staff of ten digital experts.
Within just 100 days, we were able to bring CURVED to life, after four months we surpassed the magical „one million monthly visits” mark. Today, CURVED gets almost four million visits per month, of which two thirds come through search engines – 100% organic.
The daily analytical work is an essential part of our success in a digital and analog environment. We support our customers with the installation of an analytical infrastructure along the complete customer journey, the impact attribution of all activities on pre-defined goals as well as an efficient information management in the organisation across different functions. The goal is always to use analytics for the real-time optimization of the additional benefits of all relevant activities.
The key to success: Awareness and accessibility. Telefónica permanently monitors all relevant information on marketing and sales activities in the Digital Collaboration Center. The data is automatically processed in order to gain insights which can directly be translated into actions. More about the DCC
A data-driven analysis is suitable for very specific domains, too: The CURVED journalists are supported by a team of analysts who give valuable input for current and future trends. Basically, we do a daily relevance analysis which helps creating relevant content for the portal. At the same time, the performance of articles, shop integrations and traffic acquisition channels is being benchmarked permanently. The results are aggregated in real-time and available to every employee in an editorial dashboard.