Development
of a digital strategy

Complex analysis for improvement of the digital products effectiveness in terms of their usability, logic and mechanisms. Comprehensive assessment of interworking scenarios and examination of the software product (site or application) will help to optimize it taking into account all the KPIs and the requirements for monetizing.

Complex analysis of presence and visibleness on the Internet of the main business rivals, as well as a quantitative and qualitative assessment of their advertising digital‐campaigns. Detailed SWOT analysis of marketing strategy of the company business rivals, conclusions and recommendations with subsequent implementation of the needed projects.

Analysis of the digital environment of a would-be client for an economically rational advertising campaign. Understanding of the goals and tasks of a client will be useful for a strategy of a brand presence on the Internet. On grounds of the analytic data, there is developed a detailed media plan for cost effective advertising channels. In such a way there will be advertised new products and there will be retained the target customers that consume the existing ones.

Analysis of a target customers’ portraits in liaison with an understanding of the net users’ motivation always make the essential elements of a successful advertising campaign. It is necessary to find the most loyal niches to attract consumers ‐ e.g. passengers of subway stations, Facebook publics, housewives’ forums etc. On the basis of the carried out analysis there will be specified the appropriate formats of interaction and target advertisement channels and the corresponding KPI system will be built. From henceforth this KPI system will be used for appraisal of the users’ behaviour efficiency.

While advancing a project, there can arise the most diverse tasks and objectives because the contemporary online market is being all the time converted. For instance, you need to split the data in Google Analytics into segments according to the type of user path in a website online, to trace the purchase funnel and to reorganize the structure of landing pages. The similar time-sensitive changes and Split Tests will help to know the most appropriate channels for promotion and will increase the profit many-fold over just a few days.

It is a required step to appraise (obtain evaluation data) the efficiency of an advertising campaign. The target traffic for all the channels concerned and the level of the target activities conversion will be analysed. This will be carried out for a promo‐site, for a special project, for a mobile App etc. Then, on the basis of the obtained data, there will be done planning of a marketing strategy and adjustment of the advertising campaign. As a rule, this kind of expertise is carried out for current projects and is prepared as a standalone product.