Understand Your Current Situation and Target Audience with Detailed Digital Research and Planning

The initial approach to any digital project should be focused on undertaking the necessary research and analysis to identify insights to drive the formulation of a data-driven digital marketing strategy.

There are a number of different stages in this initial discovery phase including detailed online research, methodical keyword and search trends research, competitor analysis and reverse engineering, audit and optimization of the current digital ecosystem, running digital advertising feasibility studies to assess individual target markets for viability and suitability for digital campaigns and detailed analysis of the subsequent data. At the end of this process, we will have the necessary behavioural and financial data and insights to formulate the most appropriate digital strategy for at-scale consumer activation. The data will drive optimisation activities on the website, identify the most effective messaging and advertising platforms and which geographies to prioritise with budget to maximise revenue and return on investment.

Keyword Research

Keyword research is one of the most important, valuable, and high return activities in the digital marketing field. Ranking for the right keywords can drive high value quality traffic at volume to your website. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. It’s not always about getting visitors to your site, but about getting the right kind of visitors. The usefulness of this intelligence cannot be overstated; with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that your target audience are actively seeking. 

The output of a keyword research project is a defined list of priority keyword themes and an assessment of performance of the primary website in the search engines for a sample of high-priority keywords.

Digital Audits

A digital audit is a comprehensive health check of the current status of your digital ecosystem. A digital audit is performed to better understand where you currently stand in order to reveal gaps & points of improvement to develop a clear strategy to achieve organisational goals. The most common elements of a comprenhensive digital audit include:

  • SEO Audit (Technical & On-page)
  • User Experience Audit
  • Analytics & Tracking Audit
  • Advertising Audit (Social & Google)

A typical audit includes thorough scrutiny of each of your organisation’s digital assets. We gather existing data from various sources and evaluate their performance against predetermined KPIs that are important to your business. This evaluation is done keeping industry best practice, industry analysis and competitor behaviour in mind. Our digital audit process usually culminates in the delivery of a detailed document covering our insights, our assessment of your digital health status and a set of tailored recommendations keeping your organisation goals in mind.

Our digital audit process usually culminates in the delivery of a detailed document covering the data and the resulting insights, our assessment of your digital health status and a set of tailored recommendations keeping your organisation goals in mind.

Audience Research

A key competitive advantage we have as a company is our expertise in understanding the consumer in the context of our client’s business. This consumer research element is critical in the optimum development of a best practice digital marketing strategy. Our consumer research methodology focuses on five key areas which assist in the formulation the overall strategy:

  • Understanding the customers/consumers (termed ‘User Personas’). Who are the users?
  • Understanding what the users’ objectives are when they visit the site (termed ‘User Scenarios’). What needs are the users trying to fulfil?
  • Understanding how the users navigate through the site to meet their set objectives (termed ‘User Journeys’). How do we meet the user’s needs in a logical, user-friendly and efficient manner?
  • User experience audit of current website to identify what are the current journeys and using analytics to assess how these journeys are currently performing with a view to scoping necessary improvements in the new website to enhance conversion.
  • Market and competitor analysis to give further insights into the overall competitive digital landscape

Advertising Feasibility Studies

The rationale behind advertising feasibility studies is find out what is the most cost-effective and top-performing channels, territories and format prior to investing resource and budget into advertising initiatives:

  • Understand which advertising platforms are most effective in driving conversion for the core product
  • Understand which audiences show the highest affinity for the product
  • Understand what messaging is most effective in engaging these audiences and driving conversions
  • Understand which territories show the highest engagement and conversion for the product
  • Understand financial marketing metrics including CPA & Return on Ad Spend for each variable

Digital Strategy Formulation

At the end of the research phase in a digital project, data is collated, organised, analysed and interpreted. This data forms the foundation for developing a digital marketing strategy aimed at executing a full-scale digital marketing activation campaign, localized to each target geography identified, and executed over an appropriate time period in line with the company’s strategic objectives. The digital strategy will be dynamic and will have ongoing active optimisation and reflective data and insight analysis to ensure optimal customer acquisition and minimal media spend wastage. 

In parallel to the full-scale digital advertising campaigns, new digital research streams will be activated to identify opportunities for further globalization / expansion of the demand generation activation strategy. Strategies to enhance customer retention and satisfaction and to prevent churn will also be activated in parallel.

Digital Research & Strategy Services

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Digital Audits

Check the health of your digital ecosystem with a comprenhensive digital audit

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Advertising Feasibility

Evaluate your hypotheses with test ad campaigns to ensure data-driven execution

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Digital Strategy Formulation

Use a scientific and logical approach to develop a data-driven digital marketing strategy

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Enterprise Ireland Grants

Leverage our experience with the EI grant process to maximise grant value and return

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Audience Research

Understand your consumer discretely for optimum targeting and effectiveness

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Digital Campaign Planning

Apply methodical and scientific planning to ensure maximum campaign effectiveness

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Keyword Research

Identify high-affinity search keywords to reduce waste and drive quality traffic

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