Services

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

Relevance Analysis

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.

The goal:
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:

  1. Data-based iden­ti­fi­ca­ti­on of the most rele­vant sub­jects, based on the brand iden­ti­ty and pro­duct portfolio.
  1. Consolidation of the iden­ti­fied sub­jects through a detail­ed and SEO-focu­sed deep dive into the­se subjects.
  1. Estimation of the hig­hest pos­si­ble traf­fic poten­ti­al of the­se sub­jects, all backed up by data.
  1. 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.

Content Marketing

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.

Analytics

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.