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D4 Creative | Digital Capabilities | 2013

D4 Creative | Digital Capabilities | 2013






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    D4 Creative | Digital Capabilities | 2013 D4 Creative | Digital Capabilities | 2013 Presentation Transcript

    • Agency Digital CapabilitiesD4 Creative Group
    • Who We AreD4 Creative Group is one of the region’s largest and mostrecognized full-service advertising agencies in Philadelphia. Theagency is a certified Woman/Minority Business Enterprise (WMBE).We provide expertise in interactive marketing, integrated strategy,direct-response advertising, branding, application development andweb-based analytics. • D4 is: • Experienced – Over 20 years old • Innovative - Uses a comprehensive multi-channel model • Insights Driven - Provide on-target solutions • Brand Savvy - Promotes customer affinity, purchase and loyalty • Adaptable - Customizes workflows to fit client needs • Accessible - Consistent access to senior thought leadership • Accountable - Leverages analytic data for all programs
    • Who We Work WithHere is a partial list of some of the brands we work with
    • Our Methodology Strategy & Design & Deploy & Discovery Development Planning Production MeasureDefinition: Information Define Develop look and Develop solution Testing, download from organization, feel, and create from approved deployment and Client. Initial due- structure and content or edit assets measurement of diligence. functionality of existing content solution solutionDeliverables: • Interviews or • Business, • Creative Brief • Visual Asset • Quality Assurance focus groups Functional & • User Interface Production & User • Competitive Technical Creation • Technical Acceptance Analysis Requirements • Content Creation/ Development Testing • Current State • Site Map Optimization • Website, Mobile • A/B and Assessment • Wireframe Creation • Visual Style Guides Application multivariate • Audits • Functional • Content Guides Development testing Specifications • Template • Deployment • User Personas / Development • Measurement Scenarios • Online using multi- • Marketing plan Acquisition channeled • Application Marketing Tactics analytics Architecture • Database Schema • Information Architecture
    • Our Digital Services • Strategy & Planning • Mobile Marketing • Identify audience behavior • Develop SMS based programs • Market research and competitive analysis • Mobile optimized landing pages • Develop communication cadence, KPI’s • Social Media Marketing • Creative Services • Online social media audit • User Interface (website, landing page, email, • Create & manage social presence banners) • Custom social media application development • Information Architecture • Viral / Guerilla Marketing Tactics • Web-Based Development • Audio/Video Production & Post- • Websites, Microsites, Landing pages Production • Web Applications (eCommerce, CMS, CRM) • Compositing • Mobile Applications (iOS/Android) • Over 5,000 sq. ft. production studio • Multimedia based applications • State-of-the-art post-production studio • Soundtrack and custom jingle creation • Performance Based Marketing • Search Engine Marketing • Web Analytics & Reporting • Pay-Per-Click Campaigns • Analyze visitor path analysis • Display Banner Campaigns • Capabilities with all leading analytics tools • Co-Registration and CPL/CPA programs • Management of media • Permission based emails buys/placement/performance • Lead source, onsite conversion points • Link contact data with behavioral data • Email Marketing • Drive online merchandising models • Email audits – (creative, analytical) • Create/manage email campaigns • Email Segmentation
    • Web Strategy & Planning
    • Web Strategy & PlanningAny successful project must begin with a strong strategy. Wedetermine your business objectives, analyze current metrics anddevelop KPIs. The result? An actionable plan for moving forwardwith your program. Program Features: • Assessment of current and long-term business objectives • Core audience study (primary and secondary customer/user base) • Competitive analysis • Market Research • SWOT • Project plan • Brand/Creative strategy • Content strategy (which ultimately informs search strategy and social media plan) • Technology assessment / Functional Specifications • Persona development • Information architecture/Wireframes
    • Web Strategy & PlanningThe objectives of a successful web strategy • Define your site/application’s primary purpose and objectives • Understand your target market • Identify the differentiators of your brand • Determine the benefits of your products and services • Determine all necessary strategies and tactics needed to achieve your goals
    • Social Media Marketing Programs
    • Social Media MarketingOverview Listen Engage Influence Listen to what your fans Build a visible presence Respond to feedback - / followers are already where your fans/ both positive and saying about you or followers are likely to negative when your brand frequent. Enlist brand Measure feedback, Encourage customers to ambassadors interactions, consumer review and rate your sentiment and trends product or brand Services Include: • Social Media Strategy & Planning • Social Media Listening • Design & Development • Management & Reporting
    • Social Media MarketingStrategy & PlanningCore Focus:• Identifying the strategy & objectives• Identify the key platforms (Facebook, Twitter, Linkedin, Google+, YouTube, Foursquare, Blogs, etc)• Determine the data that will need to be captured within the campaign• Determine how to drive customer engagement (quick polls, contests/promotions, advertising)• Analyze competitive landscape within social channels• Development of a social media strategy; determine: • How to develop and maintain a presence • How to engage your target market • What tools to leverage within the social platforms • Audience segmentation models • Understand how social media fits into your overall marketing strategy • How data will be tracked and analyzed
    • Social Media MarketingSocial Media AuditCore Focus:• Identify leading social media sites to utilize• Determine how to engage with customers, influencers, partners, and/or employees• Analyze all available data from these channels• Report on key findings• Publish a content strategy based on findings
    • Social Media MarketingSocial Media Listening ProgramsCore Focus:• Execute a social audit to understand sentiment and perception• Identify top online sites where the brand/product is being discussed• Take a leadership position within the social arena• Develop marketing programs to guide the dialog• Implement analytic tracking program to monitor and manage• Create a weekly report; management of content being posted
    • Social Media MarketingDesign and DevelopmentCore Focus:• Create brand/product driven social media profiles• Develop custom tools and applications embedded within or utilizing data from these channels• Integrate CRM and/or back-end databases for necessary data collection (while ensuring adherence to the social media marketing & legal requirements)• Setting up analytic tagging and reporting• Getting approval for your campaigns• Launching the campaign
    • Social Media MarketingCampaign Management & ReportingCore Focus:• Monitor daily online activities• Respond to daily posts, inform Client of issues with products• Develop new imagery to support various campaigns throughout the year• Run monthly analytics to determine successes and opportunities• Measure all data against established benchmarks• Provide recommendations and industry insights
    • Performance Based MarketingPrograms
    • Performance Based Marketing ProgramsOverview of Media Process Media Planning & Analysis & Strategy Buying Optimization Planning: Analysis: • Direct response needs • Media tracking assessment • Pre and Post-buy • Research and testing • Performance reports integrated media plans Buying: Optimization: • Negotiation • Scheduling • Placement of all media • Media Mix • Schedule maintenance • Vehicle Allocation
    • Performance Based Marketing ProgramsPaid SearchPaid Search enables you to reach your customers at the exactmoment they are looking for your products and/or services.When users perform a search within a search engine, they areindicating to you which products they are interested in. Your adwill appear next to relevant search results your customer hasrequested. Program Benefits: • Pricing Model: Paid-search utilizes pay-per- click (PPC) • Media Placements: Text listings, bids for placements • Targeting Capabilities: Geo-targeting, Contextual by keyword, Dayparting
    • Performance Based Marketing ProgramsPPC AdvertisingTargeted text ads to site specific contextual categories within apublisher’s website. • Pay-Per-Click Advertising (CPC Model) • Text listings - Bid for placement Program Benefits: • Reach motivated buyers in an environment they trust • Bid on publishers and vertical categories that best fit products/services • Targeting Capabilities: Geo-targeting, Dayparting
    • Performance Based Marketing ProgramsDisplay AdvertisingDisplay advertising is a form of online advertising where anadvertiser’s message is shown on a destination website, generallydisplayed within a box at the top, bottom or to one side of thecontent on the page. Partners: Types of Ads: • Ad Networks • Flash banners • Publishers (Websites) • Display Media Banners Pricing Models: Targeting: • CPM - Cost-per-Thousand • Behavioral, Demographic • CPC - Cost-per-Click • Content & Geography • CPA - Cost-per-Action
    • Performance Based Marketing ProgramsCo-RegistrationCo-registration is a very cost-effective means for building a databaseof qualified leads.It is the only type of advertising which guarantees permission and dataownership on a cost per name basis (CPL Model). Program Benefits: • 100% Opt-in (Permission based) • Most scalable online program for collecting leads • Third-party filtering/validation methods • Ability to set daily/monthly quotas • Demographic targeting
    • Performance Based Marketing ProgramsPermission EmailPermission based email communication is targeted to consumers(publisher websites) who have opted in to receive informationfrom 3rd party advertisers. This program uses demographic andbehavior points to target and reach the right consumers, withyour offer at the right time. Program Benefits: • Connect with “pre-qualified” decision makers who have a demonstrated interest in a specific product or service. • Sent from a trusted source (Publisher) • Exclusive dedicated message (solo email message) • The list is receptive to receiving offers from third party advertisers • Email communication is from established frequency
    • Development Capabilities
    • Integrated Platform & Tools Manage Campaigns & Streamline Content Across Channels Application Layer Analytic Tracking Content Management System (CMS) Email CRM DatabaseCore Components: • Integrated Customer Relationship Management (CRM) System• Single Content Management System (CMS) • Manage customer data • Capable of managing a multitude of platforms including: Website, Mobile • Manage campaign assets Website, Mobile Applications (iPhone & • Manage marketing automation Android), Facebook Applications, etc • Analytics & Tracking System• Email Platform • Track online behavior • Integrated with CRM & Analytics • Generate dashboard reporting • Variable data (segmentation, offers)
    • Featured ToolsContent Management SystemFeatures:• Fully scalable, web-based Content Management tool• Post updates to your website in real- time using the application• Modularized site components• Versatile application is able to control: web-based applications, mobile applications, Facebook applications and mobile websites• Manage display banners• Collect user signups/subscribers• Google Analytics integration
    • Featured ToolsMobile Website PlatformFeatures:• Integration with content management system• CSS-based design to control user experience• Brand-driven header graphic• Integrated calling features• Dynamic navigation updating• Integrated contact forms• Multiple portable device support• GPS Integration• Links to social media platforms• Display banner opportunities
    • Featured ToolsiPad Sales Presentation PlatformFeatures:• CMS-based for easy updating• Fully customizable / scalable• Brand driven graphics• Direct updating from admin accounts• Dynamic, persistent navigation• Intuitive touch-based interface to allow easy sharing of application• Embedded multimedia elements• Multi-sorting functionality• Analytics: pageview and behavioral Available for Apple & Android
    • Featured ToolsFacebook Application PlatformFeatures:• Customizable application• Designed to promote contest• Integrated into Facebook Interface • “Like” • Post on Wall • Ask questions • Share - icons• Custom User Interface• Integrated database - capture email address• Analytics • Integrated with Google Analytics • Facebook Insights
    • Featured ToolsEmail PlatformFeatures:• Seamless integration with all web-based contact forms, in conjunction with or Form Validation without a CRM.• Responsible for handling list Display confirmation management (subscribes, unsubscribes, Page hard/soft bounce) (Optional)• Segmentation capabilities Information Triggered Email Stored in DB To Submitter• Email reporting features
    • Featured ToolsCRM PlatformFeatures:• Responsible for managing Customer/Prospect data, interactions, Form Validation automation and campaign assets• Seamless integration with all web-based Display confirmation contact forms, in conjunction with or Page without email service provider database (Optional)• Segmentation capabilities Information User is enrolled in Stored in CRM Marketing Automation program• Reporting features
    • Featured ToolsMarketing Automation PlatformOnce Individuals have been identified and captured within a database, utilize amechanism to nurture them so that your Sales staff are not wasting timeresponding to everyone.The recommended program should contain business logic to identify/qualifyindividuals that are closer to purchase point, and/or are more likely to convert topaying customersObjectives:• Reduce time to close and time spent on Visit Website communicating with “tire kickers”• Nurture leads and move down sales Whitepaper funnel through automated processes• Develop systematic process for pre- Case Study qualification and increasing lead closure rates View Demo• Leverage acquired customer data to grow database of “intelligent user records” Purchase
    • Featured ToolsWebsite Analytics & AnalysisFeatures:• Support Multiple Analytics Tools • Google Analytics • Omniture • CoreMetrics• Tagging - path analysis, shopping cart conversion, customer behavior• Create Custom Dashboard reports • Executive • Merchandising • Marketing • Sales
    • Thank You.D4 Creative Group Justin Stauffer4646 Umbria Street SVP, Interactive ServicesPhiladelphia, PA 19127 Phone: 267-439-4435www.d4creative.com Email: stauffer@d4creative.com