E-MARKETING BY Cross Agency
OVERVIEW A SPECIFIC LEVER TO BE RELEASED AT EACH STEP
* "Search Engine Optimisation" (SEO), Regular or optimised search engine positioning
** "Search Engine Advertising" (SEA), Paid listings or keyword purchase
*** "Search Engine Result Page" (SERP), search engine positioning audit
**** Purchase of advertising space
E-MARKETING - A KEY LEVER
e-Marketing is a transversal tool for project preparation, from analysis to follow-up, via design, planning and implementation.
Matthieu CORTHESY, E-marketing Unit Manager
At Cross Agency e-Marketing responds to our clients varied objectives. Whether they target increased turnover, the real-time management of their communication, dialogue with their target audience, measurement of the return on investment or even increased visibility, all of these objectives can be achieved through e-Marketing.
APPROPRIATE CHANNELS AT EACH STEP
- STRATEGY: analyse, define and optimise your e-marketing strategy.
Defining objectives, the first step of the strategy. Each channel has its own objectives: visibility in search engines for SEO, opening rates and number of hits in emailing, turnover or conversion for SEA or media campaigns, and the development of a community (followers, fans, +1) in social networks.
As a result, we can support you through this global approach, by incorporating specialists from all the fields of activity involved. We also consider the various project participants so as to create synergies in the project. Finally, we deliver an e-Marketing plan that matches your objectives, describing your strategy and including prioritisation and a schedule for the action plan.
- ACQUISITION: gain visibility, visitors, prospects and customers.
SEO, SEA, emailing, social networks and Display campaigns may all be used during an acquisition campaign.
Acquisition translates into several types of objectives and conversion. We can organise campaigns to acquire traffic, simple conversions (contact, email address, specific action), advanced conversions (Multi-stage form, double opt-in), and customer acquisition through purchase on e-commerce sites.
- DEVELOPMENT OF CUSTOMER LOYALTY: develop your customer loyalty and gain profitability.
A customer's evolutionary cycle can be managed through one or several e-marketing channels. Each lever can be activated at key stages of customer loyalty development.
Emailing is a very important channel for an effective CRM strategy
It is important to communicate with customers by sending a targeted and personalised message. It is therefore necessary to develop an adequate communication plan and use a professional tool that meets your needs.
Advanced Search Engine Advertising (SEA) due to re-marketing campaigns
This method aims to provide a personalised and relevant message to a current or prospective customer in order to promote their reincorporation in the evolutionary cycle.
Animate your community through social networks
By creating a dialogue with your community, you can transform customers into promoters of your brand and your products. Community management and raising awareness to new opportunities offered by social networks, together we can build effective loyalty development campaigns.
- MONITORING: monitor and analyse operational performance.
An undeniable advantage of e-Marketing
is the ability to monitor the actions and activity carried out across all the channels used. Web Analytics
tools such as Google Analytics
enable accurate monitoring and review of transaction performance. In addition to monitoring generic KPIs, you can accurately track the impact of e-Marketing
activities through specific KPIs for each channel.
activities enables real-time surveillance of your operations and strategy adjustment according to changes in KPIs.
- SURVEILLANCE: active surveillance translates into competitive advantage.
The Internet is moving, changing and evolving... Our specialists keep out a constant watch, which allows us to be proactive with our customers and means that we don't miss an opportunity. All potential digital opportunities and interactions with the offline world are monitored, such as the impact of m-commerce, the evolution of search engine algorithms, the arrival of new social tools as well as the arrival of new e-Marketing channels.