Smart Thinking in Online Advertising
SECTIONS
DEVELOP A STRATEGY
In order to get the most out of your online marketing concrete strategy inline with your organizational goals. We propose a phased approach outlined as follows:
| Phase I: BASIC ANALYSIS |
Phase II: FORMULATION |
Phase III: IGNITION |
| Ask the right questions and formulate the likely outcome based on your efforts | Design the correct online marketing mix, set metrics and timelines | Implement, track and refine. Design an innovation pipeline to deal with ongoing refinements |
We can help you put these structure in place in order to guarantee you get the most for your online spend. To arrange for a 3 day plan, please drop us a line and we'll be happy come by and see you.
BASIC ANALYSIS - PHASE I
A hypothesis driven inductive logic model will be employed to drive the initial piece of work. Simply put, we will ask the right questions (i.e., why are people going to use this site over other sites of this type?) and develop a serious of hypotheses (i.e., because feature x, y, z are most useful to the AB target demographic) in order to give a solid and structured rationale to the suggested approach. We will then support or deny our hypotheses using both primary and secondary data.
Sample output: Unique Selling Proposition, Competitive Analysis, Focussed Demographic, Content Outline, User Targets
FORMULATION - PHASE II
Conclusive analysis will lead to the proper formulation of the appropriate structural and marketing models for the online property. The site structure, information hierarchy, user flow, look and feel as well as the correct marketing mix and media tactics will be outlined and adjusted to meet target user uptake.
Sample output: Information Architecture Overview, Site Proposition Focus and Information Hierarchy Structure, Description of Site Style, Site Functionality, Appropriate Marketing Mix to Drive Traffic, Traction Tactics, Suggested Overall Approach
IGNITION ROLLOUT PLAN - PHASE III
A detailed plan of action encompassing a time period ranging from six month to one year that specifically outlines the online property development and launch, seeding tactics and goals, user uptake rates, financial models, and financial metrics will act as a roadmap from which all future activity can be directed and coordinated. The plan will include all parties that need to be involved in order to meet target deadlines. Further, an Evolution (EVO) Plan needed to react to changes in the marketplace that either directly or indirectly affect the online property should be part of this phase.
Sample output: Detailed Gantt, Growth Rate Forecast Model, Revenue Generation Models, Third Party ID Charts, EVO Plan
If you would like Fhlame to guide you through any or all of these processes, please contact our consulting division at consulting@fhlame.com